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In today’s competitive business landscape, organizations are increasingly recognizing the strategic advantage of implementing sustainable practices to gain a competitive edge. This study aims to investigate the effect of green artificial intelligence (AI) on achieving a green competitive advantage, examining the mediating roles of green organizational learning, green product innovation and green process innovation. Additionally, the research explores the moderating role of perceived green climate in the relationship between green AI and these mediating factors.

This research examined companies in Isfahan, Iran, that have varying levels of artificial intelligence adoption within their business processes. The target population consisted of 148 senior managers from these companies. This study uses structural equation modeling to examine the proposed model.

Green AI positively impacted green organizational learning and green process innovation but not green product innovation. In addition, the results showed that green organizational learning, green product innovation and green process innovation had positive effects on green competitive advantage. Finally, the results showed that the perceived green climate did not play a moderating role in the relationship between green AI and these mediating factors.

Organizations should prioritize green AI initiatives, foster a culture of green learning and invest in green innovation to achieve sustainable growth and outpace competitors in the environmentally conscious marketplace.

This study positions itself at the forefront of research on green AI and green competitive advantage. It offers a unique framework by examining the combined effects of green AI, green learning and both product and process innovation on achieving a sustainable competitive advantage.

Although much research has examined sustainable consumption, one key factor that has been rediscovered is religion. This study aims to include religiosity as a background variable to extend the theory of planned behavior in measuring the Pakistani youth’s green purchase intentions (GPI) and green purchase behavior (GPB) of energy-efficient home appliances.

Built on a positivist research philosophy and a deductive approach of a quantitative design, a convenience sample of 317 participants was approached via online forms. Partial least squares structural equation modeling was used to analyze both the measurement model and the structural model.

The results suggest that religiosity impacts consumers’ beliefs to maintain control over green behavior and perceived behavioral control (PBC), followed by sustainable attitudes (SA), beliefs that significant others endorse green behavior subjective norms (SN) and GPI. Besides, PBC, SN and SA impact GPI. Furthermore, GPI and PBC impact GPB. Finally, PBC, SN and SA mediate the religiosity and GPI link. However, the moderation effect of PBC on the link of GPI with GPB was not supported.

The model developed is specific to the Muslim population in Pakistan. Therefore, the model might only be able to be generalized to nations that have a similar culture to the Muslims in Pakistan or in other developing countries.

The current research advances the knowledge on the 2030 Agenda for sustainable development goal (SDGs) (Goal-12) by clarifying the mechanisms whereby religiosity impacts factors of sustainable consumption including SA, PBC and SN.

The purpose of this study is to provide information that reflects the true state of affairs and to develop a conceptual model that examines the moderating effect of uncertainty on relative brand trust–love.

Extant empirical studies, conceptual literature and related theories were identified and integrated to develop the conceptual model.

Findings of the study suggest that relative brand trust–love arises because of different components of uncertainty. Relative brand trust–love exhibited by the customer is moderated by uncertainty at the individual level, brand level and technology level. These uncertainties represent the situation that considers if relative brand trust–love can be enhanced. A few propositions have been suggested for such situations to enhance relative brand trust–love.

This paper proposes a conceptual model and also makes research propositions that need to be validated and confirmed empirically. It adds value to theoretical advancements in strengthening the customer–brand relationship. Furthermore, results suggest that relative brand trust–love can be improved over time if these components can be supported by increasing information at different levels. The conclusions will be informative to practitioners and brand managers in strengthening a brand into the market more effectively. Moreover, it can transform the brand into a global brand and help build sustainable long-term relationships. Findings can be useful and interesting information for the researchers who are interested in finding strategic ways for effective decision-making related to brand trust and brand love.

The conceptual model, and the propositions related to different levels of uncertainty, and its effect on relative brand trust–love, is a new approach in enhancing relative brand trust–love and hence helpful in strengthening the quality of customer–brand relationships.