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This study intends to investigate drivers and consequences of supply chain coordination (SCC) towards green to highlight some convincing evidence for an emerging country's exporters to promote sustainable coffee development.

Data were gathered from surveying 189 managers of coffee exporters in Vietnam and then applied PLS-SEM for analysis.

This study demonstrates that top management sensitivity, along with institutional forces of regulation, market and competition, strongly stimulate exporters' supply chain coordination towards green. Additionally, that coordination boosts the export financial and market performance.

The findings may not be generalizable because the current study only included data from Vietnamese coffee exporters.

This study contributes to the current literature by looking from the perspective of coffee exporters – leading players in supply chains for export. The research findings represent the first solid argument for Vietnam coffee exporters to encourage SCC towards green and reveal several implications for managers and policymakers to support sustainable development in an emerging country.

Gaining and maintaining trust in e-commerce is crucial for online purchases. Specifically, understanding trust formation and its consequences in a cross-market online shopping context is important, as cross-market studies are scarce. Therefore, this study examines antecedents and consequences of consumer trust in online shopping (TOS) by comparing advanced and emerging markets.

To test the formulated hypotheses, data including 397 responses from Austria and 205 from Moldova are analysed. Using partial least squares (PLS) path modelling, implications for theory and practice in cross-market e-commerce are obtained.

Empirical findings show that company reputation, perceived security and website quality positively influence consumer TOS. TOS corresponds directly positively with purchase intentions (PI). Our research confirms the negative relationship between trust and perceived risk (PR) as well as that between PR and PI. Furthermore, a significant difference between Austria and Moldova regarding the influence of experience and perceived website quality (PWQ) on TOS is observed.

Our study fills research gaps concerning TOS within the context of cross-market e-commerce. It contributes theoretically and practically and reveals the importance of customer trust and risk reduction for online retailers within advanced and emerging markets in order to provoke online PI.

Numerous studies have shown that minority workers are disadvantaged in the labour market due to stereotypes and discrimination. However, published research on résumé screening has overlooked the effects of multiple social categorisations pertaining to candidates' gender, education and origin. This study addresses this gap and examines whether the gender, the level of education and the national origin cues mentioned in the résumé affect the perceived employability of candidates.

This study employs an experimental between-subjects factorial design in that 12 résumés varying in gender, education and national origin were rated by 373 Portuguese working adults.

The results documented a gender premium as women were favoured in interpersonal and job skills but not in job suitability, and an education premium, since higher educated candidates were preferred despite their gender and origin. No meaningful interactions for gender × education × national origin were observed, which suggests that ingroup favouritism and outgroup discrimination in résumé screening can be averted.

The findings endorse a multidimensional view of perceived employability by investigating candidates' skills and job suitability from the viewpoint of the decision-makers, which extends our understanding of résumé-screening discrimination. This is critical to prevent hiring discrimination at an earlier career stage, which can increase youth employment and enhance the integration in the labour market of local minorities such as women, inexperienced workers and second-generation immigrants.

This research investigates the factors that drive affluent customers to engage in sustainable behaviours, particularly their choice to stay in green hotels. The study aims to understand how green purchase intentions (GPI) translate into green purchase behaviours (GPB), focusing on how the scarcity of green hotels may influence this relationship.

Using a quantitative research method, the study examines several key predictors – such as ecological concern, perceived behavioural control, social norms and green attitudes – and their impact on GPI and GPB. Data were gathered from 418 affluent consumers through a structured survey, capturing their views on ecological concern, perceived control, social norms, green attitudes and related purchasing intentions and behaviours. The data were then analysed using SPSS and AMOS, with additional validation through artificial neural networks (ANN).

The findings indicate that ecological concern, perceived behavioural control, social norms and green attitudes significantly affect GPI among affluent consumers, and there is a strong positive correlation between GPI and GPB. Additionally, the study highlights that the unavailability of green hotels weakens the intention–behaviour link.

One limitation of this study is its reliance on self-reported data, which may be subject to social desirability bias and may not accurately reflect actual behaviour. Additionally, the study focuses on a specific context, green hotel purchases, which may limit the generalizability of the findings to other green consumer behaviours or industries. The cross-sectional nature of the study also prevents the establishment of causality between the constructs. Furthermore, the study may not account for other potential moderating variables, such as price sensitivity, brand loyalty or individual differences in environmental knowledge, which could also influence the relationship between green purchase intention and behaviour.

The research emphasizes the importance of perceived behavioural control and the detrimental impact of limited green hotel availability on the intention–behaviour relationship. The study provides practical insights for hotel managers, recommending clear communication strategies, deeper integration of sustainability practices and collaboration with policymakers to encourage sustainable consumer behaviours.

This study stands out by focusing on affluent consumers and their green purchasing habits, contributing valuable knowledge to the field of sustainable behaviour.

Upon completion of this case study, students will be able to understand Recaudo's contribution to sustainability; analyze circular economy principles in Recaudo's operations; understand Recaudo's contributions to Sustainable Development Goals; exploring Recaudo's role in social innovation.

The purpose of this case study is to understand sustainability practices in a Mexican microenterprise that employs fair trade, circular economy and local cuisine. Despite implementing these practices, the founder aims to expand impact and further professionalize them. The study poses questions to enhance her proposals in social innovation and aims to reach business schools and entrepreneurs initiating enterprises.

This case study can be useful for undergraduate students majoring in fields such as business administration, entrepreneurship, sustainability studies and hospitality management; for postgraduate students pursuing advanced degrees in areas like sustainable business management, social entrepreneurship and development studies; and for professionals and practitioners in the restaurant industry, sustainability consulting firms and non-governmental organizations (NGOs) focusing on sustainable development.

Teaching notes are available for educators only.

CSS 3: Entrepreneurship.