Search Results (38)

Information asymmetry in the unobservable sustainability attributes of food products, together with widespread consumer scepticism toward unverifiable green claims, continues to constrain the translation of pro-environmental attitudes into actual purchases. Blockchain technology has been positioned as a structural response to this asymmetry because its tamper-evident and independently verifiable records lower the cost of substantiating credence claims. However, the bulk of the consumer-facing evidence has examined blockchain as an object of adoption rather than as a conduit of information whose quality determines its persuasive force. Drawing on Signalling Theory within a Stimulus–Organism–Response framework, this study advances and tests a model in which blockchain-enabled information quality (stimulus) influences sustainable purchase decision-making (response) through perceived credibility (organism), with consumer trust serving as a boundary condition on the stimulus-to-organism path. A cross-sectional survey of 412 agri-food consumers was analysed using partial least squares structural equation modelling to test direct, mediated, moderated, and conditional indirect effects. The contributions are threefold: blockchain is re-specified as an information signal whose quality, rather than the technology itself, drives downstream sustainability behaviour; perceived credibility is empirically isolated as the psychological mechanism that carries that effect; and message-level credibility is analytically separated from dispositional trust, addressing a recurring conflation in the digital transparency literature. Full article

The rapid integration of generative artificial intelligence into digital advertising, combined with growing consumer concern about greenwashing, has created a dual credibility burden in which sustainability messages must be evaluated for both environmental truthfulness and authenticity of authorship—a challenge intensified by emerging AI disclosure regulations such as Article 52 of the EU AI Act. This study investigates how ad source (AI-generated vs. human-created), source label (labelled as AI vs. labelled as human), and environmental claim strength (vague vs. strong) jointly influence perceived greenwashing and green trust among Generation Z consumers. A 2 × 2 × 2 mixed factorial experiment was conducted with 154 undergraduate participants randomly assigned to one of four source–label conditions and exposed to both vague and strong environmental claims; data were analysed through one-way ANOVAs with Tukey HSD post hoc tests and paired-samples t-tests. All eight hypotheses were supported: AI attribution consistently elevated greenwashing perceptions and depressed green trust, while strong claims significantly reduced greenwashing perceptions and elevated trust within both correctly disclosed conditions. Most notably, the disclosed label—rather than the actual generative source—emerged as the dominant psychological cue, with human content mislabelled as AI suffering the same credibility penalty as genuine AI content. The findings reveal a transparency paradox with significant implications for AI disclosure regulation and sustainable marketing practice. Full article

The low-carbon transition depends not only on technologies and regulation, but also on how employees interpret and enact organizational environmental commitments. This study examines whether carbon anxiety—employees’ perception of organization-focused uncertainty and insufficient preparedness regarding carbon accounting, emissions reduction, reporting, and operational adaptation—and perceived regulatory pressure are associated with employee green behavior (EGB) through psychological contract fulfillment for the environment (PCFE), and whether pro-environmental consciousness strengthens the PCFE–EGB association. Using a cross-sectional computer-assisted web interview survey of 857 employees in Poland’s energy sector, the proposed second-stage moderated mediation model was tested with structural equation modeling and bootstrap analysis. Carbon anxiety and regulatory pressure were positively associated with psychological contract fulfillment for the environment, which was positively associated with employee green behavior. Pro-environmental consciousness strengthened the psychological contract fulfillment for the environment–behavior relationship, and both conditional indirect associations increased at higher pro-environmental consciousness levels. The model explained 33.2% of the variance in psychological contract fulfillment for the environment and 37.1% in employee green behavior; the main pattern remained stable across robustness and subsector analyses. The observed associations support psychological contract fulfillment for the environment as a theoretically specified relational mechanism linking transition pressures with the employee-level implementation of decarbonization. Given the cross-sectional design, the results indicate associations rather than causal effects. Organizations should translate transition pressures into credible environmental commitments, workforce capabilities, transparent communication, and meaningful employee participation. Full article

The accelerated growth of cities has intensified interest in the ecosystem services provided by urban forests, increasingly conceptualized as socio-ecological systems (SESs). This study presents a structured narrative review combined with bibliometric analysis of research published between 2010 and 2025 to examine how urban forests are addressed in relation to ecosystem service provision and climate change adaptation. The literature search and screening process followed procedures informed by the PRISMA framework to enhance transparency in the identification and selection of relevant studies. The results reveal a marked increase in scientific production during the last decade, with approximately 70% of publications concentrated in five countries: the United States, China, Italy, Canada, and Brazil. Although research methodologies are diverse, a strong bias toward quantitative ecological models—particularly tools such as i-Tree—persists, often prioritizing carbon sequestration while overlooking social dimensions of urban forest governance. A key finding is the disconnect between objectively modeled ecosystem services and the benefits perceived by citizens, which may influence the long-term sustainability and acceptance of urban green infrastructure. In addition, emerging research highlights the importance of considering ecosystem disservices, such as allergenic pollen, infrastructure conflicts, or maintenance costs, within urban forest planning. Finally, the review identifies a significant research gap in Latin America and the Caribbean, where rapid urbanization requires context-specific socio-ecological approaches. Advancing urban forest management therefore requires transdisciplinary frameworks that integrate ecological processes, social perception, governance, and climate adaptation to support more resilient and equitable cities. Full article

This article examines how green marketing and the phenomenon of greenwashing on social media relate to consumers’ trust-related reactions and their perception of food companies’ sustainability orientation. The study is situated within the context of sustainability communication related to food products and food-related consumer decision-making. Particular attention is given to the role of environmental awareness in recognising misleading practices, investigating whether more informed and sustainability-oriented consumers are more likely to identify deceptive sustainability claims. The research employs a quantitative survey method to analyse consumer attitudes and perceptions. The study is based on a convenience sample of 145 adult social media users in Slovenia. The findings suggest that environmentally aware consumers are more capable of detecting greenwashing, that such practices are associated with negative trust-related reactions, and that greater exposure to social media is associated with increased attentiveness to misleading sustainability claims on social media. The results further indicate that verifiable evidence was not significantly associated with lower perceived greenwashing and should be interpreted with caution given the study’s measurement limitations. Based on these findings, we suggest that companies build their sustainability communication on consistent and measurable environmental practices, use verifiable and transparent claims, and strategically leverage social media to enhance credibility. Full article

The growing emphasis on sustainable tourism has increased the importance of environmentally responsible practices in the hospitality industry. Green hotels have emerged as an important strategy for reducing environmental impacts while meeting the expectations of environmentally conscious travelers. However, limited research has examined the psychological mechanisms influencing international tourists’ decisions to choose green hotels in emerging tourism destinations. This study investigates the factors influencing international tourists’ motivation and intention to select green hotels in Chiang Mai Province, Thailand. A quantitative research design was employed using a structured questionnaire survey of 350 international tourists. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to examine the relationships among sustainability image, perceived Environmental, Social, and Governance (ESG), environmental awareness, perceived value for money, trust in green hotels, motivation to choose green hotels, and Green Hotel Selection Intention. The results indicate that sustainability image, perceived ESG, and trust in green hotels significantly influence tourists’ motivation to choose green hotels, with trust demonstrating the strongest effect. In contrast, environmental awareness and perceived value for money do not show significant effects on motivation. Furthermore, motivation to choose green hotels has a strong positive influence on Green Hotel Selection Intention. These findings highlight the critical role of motivation as a psychological mechanism linking sustainability perceptions to tourists’ accommodation choices. The study contributes to the literature on sustainable tourism and green consumer behavior by integrating sustainability image and ESG perceptions into a comprehensive framework explaining Green Hotel Selection Intention. From a practical perspective, the findings suggest that hotel managers should strengthen trust through transparent sustainability communication, obtain recognized green certifications, and promote ESG initiatives through digital marketing channels. Destination policymakers in Chiang Mai may also support standardized green hotel accreditation programs to enhance tourists’ confidence in sustainable accommodation choices. These strategies can support the development of sustainable hospitality practices and enhance the competitiveness of green hotels in Chiang Mai and other tourism destinations. 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

As global climate and sustainable challenges gain more attention, green finance has emerged as a significant focus of worldwide financial reform, with green bonds serving as a key indicator. Retail investors, as an important part of the financial market, have a significant impact on the development of green finance through their investment willingness. This study aims to explore the influencing factors and mechanisms on the investment willingness of China retail investors towards green bonds. Based on empirical analysis of data from 2219 valid respondents in China, carried out using the SEM method, the results suggest that perceived usefulness (PU), investment literacy (IL), and information transparency (IT) all positively influence retail investors’ willingness to invest in green bonds. Additionally, PU, IL, and IT contribute to fostering an open attitude toward change (OATC) among retail investors, which, in turn, significantly promotes their investment willingness. This study also identifies the mediation effect of OATC. The findings provide both theoretical and practical insights to promote the development of green finance, enhance market activity, and support policy frameworks. Full article

Urban green is a key component of municipal natural resources management (MNRM) in metropolitan areas, providing ecosystem services (ESs) related to climate regulation, environmental quality, and citizens’ well-being. However, these ESs are often weakly integrated into municipal management practices, and this may be due to the absence of structured accountability and reporting mechanisms. This study examines whether a topic-specific Environmental, Social, and Governance (ESG) reporting framework for urban green could support the integration of ecosystem services into MNRM. The research is based on semi-structured interviews with representatives from 23 municipalities across Greece, exploring awareness of ESG concepts, views on accountability and stakeholder engagement, and perceptions of urban green as a managed natural resource. The findings indicate broad recognition of the multifunctional role of urban green and strong agreement on the value of systematic reporting and accountability. At the same time, municipalities identify the lack of an appropriate reporting framework as a key constraint, alongside organizational and staffing limitations. Drawing on stakeholder and impression management theory, the study shows the respondents support that urban green ESG reporting can function as a governance tool, enhancing transparency and stakeholder involvement. A municipal ESG reporting framework is perceived as a tool that could support operationalizing ESs within local governance structures, contributing to a more effective MNRM. 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

This article examines the phenomenon of greenwashing in the automotive industry and its perception by market participants, i.e., vehicle users and potential buyers. The main goal of this publication is to highlight greenwashing and determine how this concept is perceived by consumers in the context of the electric vehicle market and whether it may influence future purchasing decisions. A study was conducted using a proprietary questionnaire. Respondents were asked about their knowledge and awareness of greenwashing. Subsequent questions asked 417 respondents to provide their perceptions of greenwashing in the electric vehicle market. Greenwashing is a marketing practice that portrays a company’s products or activities as more environmentally friendly than they actually are, potentially misleading potential customers. This article concludes that greenwashing in the automotive industry has a real impact on consumer decisions and brand image. While green marketing can bring short-term benefits, long-term lack of transparency and misinformation can lead to a loss of trust and harm to both companies and the environment. Real benefits can only be achieved by combining these claims with actual environmentally friendly practices. Full article

The rapid growth of financial technology (FinTech) has created new opportunities to promote environmentally responsible consumption. Yet, little is known about the factors that shape consumer trust in green FinTech platforms, which is crucial for their adoption and long-term impact. This study develops and tests a partial least squares structural equation model (PLS-SEM) integrating sustainability and technology determinants of trust. Survey data from 240 consumers were analyzed. Results show that green transparency, platform security and privacy, and ease of use significantly enhance perceived credibility, while social influence and perceived environmental responsibility increase green perceived value. In turn, perceived credibility reduces perceived risk and promotes trust. Trust is also strengthened by environmental responsibility, green perceived value, and platform innovativeness, but weakened by perceived risk. All hypothesized relationships were statistically significant. The findings highlight the importance of credible sustainability communication, high level security, and social endorsement in building trust for green FinTech services. Full article

Tea beverages, which combine the health benefits of traditional tea with convenient consumption, are experiencing rapid market growth. Despite the widespread use of transparent packaging and diverse colour schemes, the influence of such packaging strategies on consumer perception and purchase intention remains poorly understood. The present research therefore aimed to investigate the impact of transparent packaging on consumers’ willingness to purchase tea beverages, as well as the underlying psychological processes, based on trust theory. Across three experimental studies, the results showed that consumers reported a higher purchase intention for tea beverages with transparent (vs. opaque) packaging (Studies 1–3), regardless of whether it was green tea or black tea (Study 2), or a well-known or lesser-known brand (Study 3). Moreover, trust mediated the relationship between transparent (vs. opaque) packaging and purchase intention (Studies 2 and 3). Furthermore, brand awareness moderated the effect of transparent (vs. opaque) packaging on trust and purchase intentions, with stronger effects observed for well-known brands as compared to lesser-known ones (Study 3). In addition, for opaque packaging, green (vs. black) tea beverages with green (vs. red) colour packaging were perceived as more trustworthy, resulting in higher purchase intentions (Studies 1 and 2). These findings identify transparent packaging as a significant marketing tool that can help to increase consumer trust while at the same time promoting positive evaluations and purchase intentions. These insights provide strategic implications for brands operating in the rapidly growing tea beverage market. Full article

The green economy has become an economic necessity and a cultural discourse due to the rapid global movement towards sustainability. This paper discusses the representation of green economy in Qatar and Malaysia, two countries with different political and cultural background but similar ambitions to attain sustainable development on social media. Through the application of qualitative techniques, namely thematic analysis and critical discourse analysis, the re-search analyzed Twitter, Facebook, Instagram, and LinkedIn posts discussing sustainability, renewable energy, and green innovation by using hashtags and stories on the topic. The results indicate that four major themes exist in both settings, and they are sustainability as national pride and identity, corporate–government branding of green efforts, grassroot and citizen involvement, and conflicts around contradictions and skepticism. Green economy in Qatar is constructed as a symbol of prestige and international presence, which is directly connected to the Qatar National Vision 2030, and popularized at the state and corporate levels. Big projects, financial solutions like green bonds, and sustainable infrastructure are mentioned in narratives and criticism is afforded little space. The environmental sustainability is part of cultural representation and collective accountability, grassroots mobilization, youth activism, and defiance of official and corporate language in Malaysia. A dynamic and critical digital discourse is often criticized by the citizens when they face perceived greenwashing. The research adds to the theoretical knowledge of understanding of framing theory that civic space plays a role in the development of sustainability discourses and the importance of critical discourse analysis in studying power relations in environmental discourse. In practice, the study recommends that Qatar should engage its citizens in more than just symbolic branding; Malaysia should enhance transparency and consistency of its policies to curb the skepticism of its people. In general, the paper highlights the fact that social media is not simply a medium of communication but rather a controversial field on which the definitions of sustainability are actively discussed. Full article