This study investigates the effects of green knowledge, green self-identity, and green attitudes on green buying behavior. This study also examines the role of green self-identity in mediating the relationship between green knowledge and green buying behavior, as well as green attitudes as a...

Green marketing is falling into the category of answers provided by the business world to the requirement to combine the economic development with the preservation of natural resources which represents a pressing concern of the modern times. In this context, the hospitality sector is facing as...

The last century's industrial and technological development has led to the growth of environmental problems such as global warming, climate changes, water, air, and ground pollution. The awareness of modern consumers about these issues is growing, and companies respond by using "green marketing"...

Green marketing is falling into the category of answers provided by the business world to the requirement to combine the economic development with the preservation of natural resources which represents a pressing concern of the modern times. In this context, the hospitality sector is facing as...

This study has extended Motivation-Ability-Opportunity- Model and has developed a framework with seven variables (i.e., green brand, green satisfaction, green advertising, green buying behavior, and spirituality ethics. The study has taken a holistic approach by testing 15 relationships for...

Marketing is considered as responsible for increasing consumerism and overuse of limited resources. An endeavour to promote sustainable consumption is the need of the hour and an answer to growing concerns towards it is required. Marketing can be used as a tool to promote sustainability and...

Objective – Brand equity and green marketing are becoming increasingly relevant to brand competition. Brand equity and green marketing of a product are able to influence a customer’s purchasing decision. This study aims to test the relationship between brand equity, green marketing, and the...

This study aims to analyze the effects of inhibiting factors (i.e., habits, skepticism, and lack of availability) and green knowledge on the purchasing behavior of environmentally friendly products. This research also explains the moderating effect of green knowledge on the relationship between...

This article reports the results of research investigating residents' perceptions, attitudes and behavioral intention (BI) toward sports festivals and special events (FSE) from a pre-event perspective. A structural equation modeling (SEM) was utilized. Two sets of theoretical frameworks have...