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The higher education sector plays an important role in a nation’s implementation of pro-environmental regulations. Environmental initiatives should be the focal point of a university's mission, and they are expected to be present in everyday academic life on campus. This study aims to propose the extended model of the theory of planned behavior (TPB) to understand the psychological aspects that may enhance the likelihood of university students engaging in environmentally friendly behavior.

This study used a quantitative approach involving a national sample of university student participants (N = 1,608) from various regions across Indonesia. The battery included extended TPB dimension measures (attitudes, norms, behavior control, environmental concern and habits on pro-environmental behavior intention) that were administered in the Indonesian language.

The structural equation modeling analysis revealed that the proposed extended TPB model met fit model indices and significantly predicted participants’ pro-environmental intentions.

This theoretical model has the potential to assist relevant stakeholders and higher education institutions in the development of evidence-based pro-environmental policies and interventions to promote sustainable student behavior.

This study presents a novel approach to understanding the effect of the extended TPB model on participants’ ecological intentions in the Indonesian university setting. This study was among the first to propose a sustainable behavior intention model based on the TPB theory within the Indonesian context. The current findings challenged the established TPB framework and offered fresh insights into the behavioral-psychological interplay within university environmental contexts.

Green banking has evolved in the financial sector to reduce the negative impact of economic progress. However, customers’ behavior remains indifferent towards bank’s green initiatives across nations. Therefore, this study examines the various factors affecting the behavior of Indian banking customers towards green banking by extending the theory of planned behavior (TPB).

The study employed a quantitative research approach and distributed a self-administered questionnaire. Data from the 293 green banking service users in India’s Delhi-National Capital Region (NCR) have been collected using purposive and snowball sampling techniques. SPSS 26 and SmartPLS 3 were used to analyze data.

The findings explained that environmental concern substantially predicts customer attitude, subjective norms and perceived behavior control towards green banking. Moreover, all the constructs within the TPB model were found to substantially impact customers’ inclination to adopt green banking, thereby leading to actual behavior.

Academically, the findings have broadened the TPB model’s application by adding a new construct in the context of green banking while confirming its applicability. Practically, it advises financial regulators and banking personnel to prioritize establishing a conducive environment for customers, characterized by the accessibility of green banking services under favorable conditions and at affordable rates.

The study enhanced the understanding towards green banking by correlating different variables and extending the TPB model using SmartPLS 3 in the domain of green banking.

Amid rising concerns over unhealthy dietary habits and their impact on public health, this study aims to explore the role of avatars in promoting healthier eating and enhancing customer satisfaction in restaurants. By leveraging the theory of planned behavior (TPB) and nudge theory, this research sought to gain insights into consumer behavior and assess how digital innovations can encourage healthier food choices.

This study recruited 672 participants in the USA. Participants viewed a video featuring an avatar that informed them about available healthy food options, simulating a restaurant ordering scenario. Following the video, participants completed comprehensive online surveys. The collected data was analyzed using partial least squares structural equation modeling to assess the effectiveness and implications of the intervention.

The findings revealed that health consciousness, environmental awareness, social norms and perceived behavioral control significantly influence dietary habits. Restaurant health initiatives and avatar persuasiveness were found to encourage healthier food choices, improve customer satisfaction and loyalty and enhance electronic word-of-mouth. The study confirmed that avatars equipped with attributes such as competence, warmth, trustworthiness and credibility can be an effective digital nudge for consumers toward healthier dietary decisions.

This study’s originality lies in its integration of TPB and nudge theory, bridging the gap between individual psychological factors and external cues. This comprehensive framework provides valuable insights for restaurant managers, artificial intelligence developers and policymakers, offering practical strategies to promote healthier eating and enhance customer experiences through digital innovation.

鉴于公众对不健康饮食习惯及其对公共健康影响的日益关注, 本研究旨在探索虚拟形象在促进更健康饮食和提升餐厅顾客满意度中的作用。通过利用计划行为理论（TPB）和劝导理论（Nudge Theory）, 本研究试图深入了解消费者行为, 并评估数字创新如何鼓励更健康的食品选择。

本研究在美国招募了672名参与者。参与者观看了一个展示虚拟形象的视频, 该虚拟形象向他们介绍了可供选择的健康食品选项, 模拟了餐厅点餐场景。观看视频后, 参与者完成了全面的在线调查。收集的数据通过偏最小二乘结构方程模型（PLS-SEM）分析, 以评估干预的有效性和影响。

研究发现, 健康意识、环境意识、社会规范和感知行为控制显著影响饮食习惯。餐厅健康倡议和虚拟形象的说服力被发现能够鼓励更健康的食品选择, 提高顾客满意度和忠诚度, 并增强电子口碑。研究证实, 具备能力、温暖、可信度和信誉等属性的虚拟形象可以成为有效的数字劝导工具, 引导消费者作出更健康的饮食决策。

本研究的原创性在于它将计划行为理论和劝导理论结合起来, 填补了个体心理因素和外部线索之间的差距。这一综合框架为餐厅经理、人工智能开发者和政策制定者提供了宝贵的洞见, 提供了推动更健康饮食和通过数字创新增强顾客体验的实用策略。

En medio de la creciente preocupación por los hábitos alimentarios poco saludables y su impacto en la salud pública, este estudio pretende explorar el papel de los avatares en la promoción de una alimentación más saludable y la mejora de la satisfacción del cliente en los restaurantes. Aprovechando la Teoría del Comportamiento Planificado (TPB) y la Teoría del Impulso, esta investigación trata de profundizar en el comportamiento del consumidor y evalúa cómo las innovaciones digitales pueden fomentar la elección de alimentos más saludables.

El estudio reclutó a 672 participantes en Estados Unidos. Los participantes visionaron un vídeo en el que un avatar les informaba sobre las opciones de comida saludable disponible, simulando una situación en la que solicitaban comida en un restaurante. Después del vídeo, los participantes rellenaron unas exhaustivas encuestas en línea. Los datos recogidos se analizaron mediante un modelo de ecuaciones estructurales por mínimos cuadrados parciales para evaluar la eficacia y las implicaciones de la intervención.

Los resultados revelaron que la conciencia saludable, la conciencia medioambiental, las normas sociales y el control conductual percibido influyen significativamente en los hábitos alimentarios. Se comprobó que las iniciativas relacionadas con la salud en los restaurantes y la capacidad de persuasión de los avatares fomentan la elección de alimentos más sanos, mejoran la satisfacción y la fidelidad de los clientes y potencian el boca a boca electrónico. El estudio confirmó que los avatares dotados de atributos como competencia, calidez, fiabilidad y credibilidad pueden ser un estímulo digital eficaz para que los consumidores tomen decisiones dietéticas más saludables.

La originalidad de este estudio radica en la integración de la TPB y la Teoría de los Estímulos, que tiende un puente entre los factores psicológicos individuales y las señales externas. Este marco integral aporta valiosas ideas a los gestores de restaurantes, desarrolladores de IA y responsables políticos, ofreciendo estrategias prácticas para promover una alimentación más sana y mejorar las experiencias de los clientes a través de la innovación digital.

This paper aims to study whether rural collective construction land marketization (RCCLM) affects pension industry and analyze its impact mechanism.

Based on the theory of planned behavior (TPB) and social cognition theory (SCT), this paper constructs a theoretical framework for the purchase behavior of rural retirement housing with the influence of RCCLM. A mixed-methods investigation combining qualitative and quantitative study is adopted in this paper.

The research results indicate that the purchase intention of rural retirement housing has a significant positive impact on the purchase behavior. However, RCCLM has a significant negative impact on the purchase intention of rural retirement housing. A logical framework of “land system participant behavior” has been constructed from three main bodies: government, developers and elderly urban and rural residents.

This paper provides suggestions for the three entities from the perspectives of macro, medium and micro-level to improve transaction system for rural collective construction land use right (TSRCCLUR), providing references for the collective construction land marketization policy and the development of the pension industry.

This paper deepens the study of behavior intention in planned behavior, enriches TPB model in the study of rural retirement housing security and clarifies the influence mechanism of the rural retirement housing purchase intention with the theoretical and empirical test of the model.

The investigation of pro-environmental behaviors (PEB) among college students is essential for future sustainability endeavors. Existing research seldomly concentrated on college students and their PEB. This study aims to address the gap in understanding PEB among college students.

This study constructed an integrated model combining the theory of planned behavior (TPB) and the value-belief-norm (VBN) theory, with the novel addition of environmental risk perception. Through an empirical study involving 844 college students, this research analyzed the data with the structural model.

The authors identified that environmental values, attitudes, perceived behavioral control, subjective norms and risk perception play crucial roles in shaping PEB. This study also revealed age-related differences, highlighting that older students might be less influenced by attitudes and subjective norms due to more established habits. Findings underscore the importance of fostering PEB through environmental education, promotion of low-carbon lifestyle choices and incentives. This investigation not only enriches the theoretical framework for PEB but also offers practical insights for policymakers and educators to enhance sustainable practices among the youth.

Though the authors offer valuable findings, this research has two key limitations: the use of observational data for hypothesis testing, which weakens causal inference, and the collection of data through questionnaires, which may be biased by social desirability. Respondents of self-report tend to behave in the socially desired ways. Consequently, they usually exaggerate their pro-environmental intention or PEB. To comprehend the influencing aspects more thoroughly, future research should consider incorporating experimental methods and objective data, such as digitalized data.

The findings provide valuable evidence for guiding college students’ PEB, including strengthening environmental education, promoting of low-carbon fashion and providing incentives for PEBs.

First, the authors examine the internal factors influencing PEB among Chinese university students within the “dual-carbon” initiative framework. Second, this research pioneers the use of structural equation modeling to merge TPB and VBN theories, offering a predictive model for university students’ PEB. Third, the authors introduce “environmental risk perception” as a novel variable derived from both TPB and VBN, enhancing the model’s explanatory power.

This study aims to investigate employee motivation, enabling environmental factors and barriers to exercising green voice behavior (GVB) in Oil and Gas companies in Pakistan using the theoretical lens of the theory of planned behavior (TPB) and value–belief–norm (VBN) theory.

Thirty-five in-depth, semistructured interviews were conducted with middle-level employees of the three Oil and Gas exploration companies to explore the antecedents behind GVB of professionals.

Qualitative data show various antecedents of GVB (i.e. biospheric values, ecological worldview, awareness of adverse environmental consequences of irresponsible behavior, previous negative experiences with the environment, ascribed responsibility, personal norms, proenvironmental attitude, leaders’ related subjective norms, colleagues-related subjective norms, organizational-related subjective norms and perceived behavioral controls) and several contextual factors (employee’s previous eroded relationship with the management, inaction of management on green voice, organizational limited green capacity in terms of technical, financial or intellectual resources) as significant determinants to influence the exercise of GVB in the workplace. Out of the interviewees’ responses, a two-phase decision-making model has been developed showing the individual’s decision to engage in a proenvironmental voice.

This research integrates TPB and VBN theory to explain the GVB of industry professionals in Pakistan’s Oil and Gas sector. The study uniquely highlights how personal, organizational and environmental factors influence proenvironmental behavior.

The present research investigates the role of product availability, environmental concern, and social media concerning the intention to purchase green food products by utilising the extended theory of planned behaviour framework in a developing economy.

A self-administered questionnaire collected information from 412 adults and educated consumers from Vadodara city in India. The questionnaire items were used to collect data from previous studies and further validated using confirmatory factor analysis. The data were further analysed using partial least square-structural equation modelling.

The study findings indicated that attitude and perceived behavioural control impact the purchase intention regarding green food products, while subjective norms were found not supportive. At the same time, product availability influences perceived behavioural control and increases the volitional control amongst consumers. Moreover, social media positively impacts the theory of planned behaviour’s key constructs.

The outcomes of the present study provide marketing managers with enhanced insight into the relationship between consumers' perception and green food product consumption in the context of social media influence. The findings could help green food producers evaluate the extent of consumers' intentions to buy their products in developing countries.

To the best of the researchers’ knowledge, the present research is amongst the pioneers in India that focuses on the variables of the theory of planned behaviour, which led to knowing the role of green food availability and social media influence in green food products. At the same time, the focus on purchase intention concerning green food products adds to the study’s uniqueness.

The main objective of this article is to visualize the structure and trends of pro-environmental behavior (PEB) between 1999 and 2023 through mapping and in-depth analysis. The aim is to analyze PEB, which has received considerable academic attention in recent years due to its key role in the conservation of the environment and the protection of local communities in tourist destinations. This paper provides an important summary of the recent research that has explored the role that tourists have in protecting the environment through PEB.

This study presents a visual analysis of 2005 scholarly articles between the years 1999 and 2023 related to PEB. Using the knowledge mapping based on VOSviewer it presents the current status of research, which includes the analysis of citation analysis, co-citation analysis, co-citation network and longitudinal analysis.

PEB is an emerging topic due to its relevance to protecting the environment in the context of travel. The citation and co-citation analysis show the relevance of the behavior of tourists with regard to protecting the environment. The co-word analysis highlights the current significance of research concerning green hotels and the destination image of environmentally responsible destinations.

This study sheds light on the current research progress of PEB in the context of tourism through a comprehensive analysis (citation, co-citation and co-word). In addition, we provide theories and factors that have been previously used to study PEB in the context of tourism. The findings contribute to a broad and diverse understanding of the concept of PEB, which can provide important insights for policymakers in formulating management strategies and policies aimed at reducing environmental impacts in destinations.

The primary objective of this investigation is to explore the factors that lead to entrepreneurial re-entry. The study examines the influence of social support and resilience on re-entry intention through the lens of the theory of planned behaviour (TPB).

To test the study model, data were collected from 255 failed Omani entrepreneurs accessed during a rehabilitation and incubation programme.

Key findings indicate that social support boosts the confidence of failed entrepreneurs to start anew and enhances their resilience, ultimately leading to the development of re-entry intentions.

The field of entrepreneurship research has expanded significantly in recent years. Nevertheless, there remains a dearth of studies focusing on entrepreneurial re-entry. This research provides a unique perspective on the cognitive processes that influence re-entry entrepreneurial behaviour, highlighting the roles of social support and resilience among entrepreneurs in this process.

This study aims to identify the variables affecting consumers’ decision to buy handloom products. To build a more complete model to help us reach this goal, consumer satisfaction (CS) and e-commerce (ECOM) variables were added to Ajzen’s theory of planned behavior (TPB).

Data were obtained from 412 participants who were consumers of Pochampally handloom silk sarees (PHSS). Information was obtained through a structured questionnaire from February to July 2023, and an online survey was conducted using Google Forms. A study was conducted to empirically examine this phenomenon using the Warp PLS version 8.0.

This study reveals that CS affects the purchasing behavior of PHSS. Similarly, ECOM had no direct impact on respondents’ PHSS purchasing behavior, attitudes and perceived controls, significantly impacting their purchase intentions (PIs). Subjective norms have a negative effect on PHSS product PIs.

This study investigates the differences between consumer attitudes and actions. To increase handloom product consumption in developing nations, it is necessary to understand the cause of this difference. Few studies have been conducted in India using the TPB. This study contributes to this research field.