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This study aims to explore employee green behavior in higher education institution (HEI) laboratories in the Kingdom of Bahrain.

A qualitative approach was used to explore the green behavior experiences of individuals working in HEI laboratories. In-depth interviews were conducted with nine participants selected via purposive sampling. Thematic analysis was performed on the collected data using ATLAS.ti 9 software.

The analysis of the collected data identified five themes related to the green behavior in HEI laboratories. These themes, ranked in descending order of frequency, are conserving, avoiding harm, transforming, influencing others and taking initiative. The conserving theme accounted for one-third of the subcodes, as did the avoiding harm theme. The final one-third of subcodes was distributed among the remaining three themes.

This study conducted virtual interviews and coincidentally interviewed only female participants. The findings contribute to the existing literature on the themes of green behavior among laboratory staff in HEIs and provide valuable insights for university managers and sustainability coordinators in shaping policies to promote environmentally friendly practices and address negative practices.

Despite existing studies on environmental practices in various workplace settings, the exploration of green behavior in HEI laboratories in the Kingdom of Bahrain from the employee perspective remains limited. This study presents a significant opportunity for researchers to explore sustainability in HEI laboratories and for policymakers to develop corresponding strategies.

This chapter explores the ethical challenges arising from the integration of advanced artificial intelligence (AI) technologies into intelligent manufacturing systems. Machine learning (ML), augmented reality/virtual reality (AR/VR), digital twins, and human–robot collaboration (HRC) redefine industrial production, they bring forth unprecedented efficiencies and capabilities but also introduce complex ethical considerations. The text delves into issues such as data privacy, job displacement, the impact of automation on workforce dynamics, and the psychological effects of working alongside AI-powered systems. Through a detailed examination of these technologies and their implications, the chapter advocates for a dynamic ethical framework that evolves alongside technological advancements. This framework should prioritize human dignity, safety, and rights, involving all stakeholders in its development and implementation. By addressing the ethical implications of AI, AR/VR, digital twins, and HRC, the chapter underscores the necessity of balancing technological innovation with ethical responsibility. It calls for collaborative efforts involving policymakers, industry leaders, workers, and consumers to navigate the ethical landscape of intelligent manufacturing, aiming to harness the potential of these technologies responsibly for the betterment of society and the workforce.

This study aims to investigate the role of marketing agencies in aligning brand purpose with the Sustainable Development Goals (SDGs) in the post-pandemic era. This study explores whether and how marketing agencies delineate and execute brand purpose in a way that supports sustainable consumption and marketing models.

Data were gathered from semi-structured interviews with 35 senior managers at UK-based marketing agencies. The interviews were recorded, transcribed and analysed using NVivo software for inductive coding.

The study reveals that brand purpose in the post-pandemic era is increasingly aligned with the SDGs. Marketing agencies play a pivotal role in this alignment, as they not only help to delineate and execute the brand purpose but also do so in a way that amplifies perceived authenticity in the eyes of the brand stakeholders.

This research underscores the significance of marketing agencies in delineating and executing brand purpose that aligns with the SDGs. It enriches the literature by illustrating how agency expertise contributes to the evolution of brand purpose, guiding businesses towards responsible marketing practices and consumption patterns that support a sustainable future.

This paper aims to extend the literature on social proof by looking at the effectiveness of social proof on behaviour change for environmental benefit.

The research is based on real case studies currently intended to encourage behaviour change among residents of a large UK city. An initial study assesses the motivation displayed within each case study. A second study then examines whether recipients recognise their own motivation in each case study.

Results indicate that participants did not recognise their own motivation in the case studies that were expected to be most similar to them, suggesting that recipients do not recognise “social proof” according to motivation. However, a relationship is observed between recipients’ gender and the gender of the case studies.

Demographics appear to be a better basis for social proof than motivation. This paper recommends several future avenues for further exploration, including using case studies that represent a wider range of characteristics (such as demographics). The current range of stimulus materials is limited, as these are real materials currently being used in a large UK city.

The results indicate that portraying motivation is not a good basis for using the social proof principle. Instead, social marketers ought to focus on representing similarity to the intended audience based on other characteristics such as gender.

The research contributes a new direction in this field, using Self-determination Theory to match social proof examples to recipients.