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In this article, the authors try to determine why and under what conditions consumers intend to buy green and what the consequences are. Relying on theories of reasoned action and theory of planned behaviour (TPB), the authors offer that the green purchase intention (GPI) is impressed by environmental and personality components. Provide statements about the determinants and key implications of such market identification.

This chapter explains the phenomenon of artificial intelligence (AI) powered by big data in technology and its contribution in knowledge-based marketing in B2B and its impact on rational decision-making in B2B marketing that affects business performance. This chapter is literature review prepared by compiling and reviewing previous literature, studies, articles, books and other sources related to the contribution of big data-enabled AI to B2B marketing. According to the information analysed, the findings show that big data supported by AI plays a significant role in creating user knowledge, external knowledge and customer knowledge, all of which are factors that significantly influence the ability of business-to-business marketers to make rational decisions that affect the performance of their companies. This chapter explains to them the phenomena of AI powered by big data and its effect on B2B marketing rational decision that will enhance company performance and its contribution on knowledge-based marketing in B2B. This chapter contributes to understanding main functions and interactions of AI system powered by big data and how such a system helps in B2B marketing by generating knowledge about customers, users and markets.

This study aims to analyse what factors influence ethnic minority group (EMG) college students’ attitudes towards promoting online start-ups and how their different attitudes impact their final online start-up behaviours on the live streaming platform. Based on the COM-B behaviour changing model and the theory of liberal and conservative attitudes, the research model has been established in this study, and it divides influencing factors into the environmental opportunity unit and personal capability unit.

To test relationships among the environmental opportunity, personal capability and personal attitude units, the partial least squares path modelling and variance-based structural equation modelling have been applied on the SmartPLS. Meanwhile, this study considers the regional difference between China’s developed and less-developed regions and promotes multi-group analysis based on it.

Research results show that the online start-up opportunity and capability positively affect EMG college students’ liberal attitudes but reduce EMGs’ conservative attitudes. Meanwhile, this study finds four significant differences, such as the path between conservative attitude and EMG students’ online start-up behaviour and the path between online start-up capability and conservative attitude.

This paper analyses the relationship between influencing factors and EMG students’ online start-up attitudes based on the COM-B behaviour changing model, contributing to the theoretical implications. Meanwhile, considering the impact of regional differences, this paper promotes the multi-group analysis and compares EMG college students from developed regions and others from less-developed areas.

With the uptake of prefabricated construction (PC) facing serious obstacles in China, networked innovation can break the technical constraints while also containing the risks in individual innovation. However, the construction community has paid little attention to PC innovation, especially networked innovation. This study aims to gain deep insights into what impacts the formation and dynamics of a prefabricated construction innovation network (PCIN). With the uptake of PC facing serious obstacles in China, networked innovation can break the technical constraints while also containing the risks in individual innovation.

The research design follows a sequential mixed methodology of qualitative and quantitative data collection and analysis. It first conceptualizes the PCIN based on the quadruple helix model and formulates a corresponding system dynamics model based on causality analysis. After validating the PCIN model using empirical data, simulations are carried out using Vensim PLE software. Finally, this study identifies key factors that promote the formation of PCIN in China through sensitivity analysis.

The results show that PC predicts a continuous increase in practice as of 2030. The tested drivers all positively influence the formation of the PCIN, with market demand and risk sharing having the greatest influence, followed by competitive pressure, profit government support, scientific and technological advancement and collaborative innovation strategy.

The study makes three major contributions. First, it provides a novel angle for a deeper understanding of the PC innovation. Second, it proposes a new approach for probing the formation and dynamics of the PCIN. Finally, it offers a theoretical reference for promoting the formation of innovation networks and the development of PC.

The primary objective of this paper is to determine the factors that affect the entrepreneurship propensity of students undergoing compulsory entrepreneurship education courses at various universities.

A research instrument was developed and implemented on a sample of 380 students who were offered compulsory entrepreneurship education courses at six major universities in the Jammu and Kashmir region of India. The study employed multiple cross-sectional designs with a simple random sampling technique to gather data. The collected data was subjected to descriptive statistics and structural equation modeling using SMART-PLS (Version 4).

The findings reveal that conceptualization, opportunity identification and implementation are the three antecedents of entrepreneurship propensity. The results indicate that the conceptualization factor is one of the most important predictors of entrepreneurship propensity, followed by opportunity identification, whereas implementation through education has the weakest influence on students' entrepreneurship propensity.

This research provides important insights to universities for designing and developing entrepreneurship courses that can foster the start-up culture. The results will be helpful for policymakers to devise various programs to boost entrepreneurship.

The study integrated the theories of planned behavior and human capital to evaluate the effectiveness of entrepreneurship courses at the university level. The three factors, namely, conceptual factors, actualization factors and implementation factors of entrepreneurship propensity are under-researched.

Over recent years, the multi-stakeholder role in sustainable ecotourism within Asia has emerged as a crucial narrative for sustainable ecotourism management across countries on the continent. This trend is perhaps due to the fact that ecotourism is one of the most rapidly growing sectors within the tourism industry. However, to date, no reviews have provided a comprehensive analysis related to the role of multi-stakeholders in the achievement of ecotourism sustainability, particularly in the Asian context. This study aims to fill this knowledge gap by examining the current knowledge regarding multi-stakeholder involvement in sustainable ecotourism within Asia.

A systematic review procedure was followed. 320 articles were finalized, from which 34 related pieces of research were selected from the Scopus and Web of Science databases.

Three themes emerged from this paper. Recommendations were highlighted to enhance sustainable ecotourism. The study concluded that a more enabling research environment should be provided to improve discourse and encourage policy interventions.

No previous studies have explored the multi-stakeholder's role in achieving Asian sustainable ecotourism, indicating a critical gap to be fulfilled. This paper uniquely contributes to the field by providing a comprehensive review of the roles and challenges of multiple stakeholders in sustainable ecotourism across Asia and proposing innovative policy solutions tailored to the region's unique socio-economic and cultural context. Moreover, it puts forward potential solutions to bolster sustainable ecotourism within Asia, benefiting both stakeholders and the destination.

Using an integrated theoretical model, this study aims to examine the moderating role of gamification in influencing intentions to use mobile payment applications in Bahrain.

The current examination happens to be the first approximation in the context of Bahrain wherein an extended TPB-based model integrating variables from TAM and UTAUT2 is used along with gamification and situational influence to examine the intentions to use m-payment applications.

The findings revealed that among the variates of the TPB, AT and PB significantly affect the intentions (IN) to use m-payment applications in Bahrain, but SN fails to affect intentions, similarly SI also fails to affect intentions thereby proving that the pandemic fails to drive the intention of the population under study toward using m-payment applications. However, when the application offers gamification (GM) features, SI significantly affects intentions through GM, thus experience along with situation drives intentions and this becomes the major theoretical contribution of the study.

This examination offers useful practical implications in the form of the findings revealing that GM affects intentions to use m-payment applications and that GM moderates the relationship between perceived risk (PR) and IN, as well as SI and IN, which can be used by the service providers to improve the user experience and achieve better acceptance of their application.

The novelty of the study lies in testing the integrated theoretical model in the context of a GCC nation, Bahrain.

Drawing on the conservation of resources theory, this study aims to explore how individuals’ perceptions of telework effects associate with their adaptive performance by shaping their negative emotional experiences, with perceived leadership effectiveness acting as a critical moderator in this relationship.

A cross-sectional design was used, with data collected from a final sample of 209 teleworkers via an online survey.

The results demonstrated a significant indirect effect of the perceived effects of teleworking on adaptive performance through negative affect. Furthermore, leadership effectiveness moderated the indirect effect, in a way that the indirect effect was only significant for those who had ineffective leaders and moderate effective leaders; therefore, the indirect effect was strengthened for those who had less effective leaders (versus effective leaders).

This study examines the positive link between teleworking perceptions and adaptive performance through the reduction of negative affect, in line with the conservation of resources theory. Moreover, a reduction in negative emotions among employees during telework is associated with enhanced performance. Notably, the study reveals that leadership effectiveness moderates this connection as playing a crucial role in moderating these effects, particularly when leaders are perceived as less effective, offering insights for organizations considering telework strategies.

This study aims to examine how knowledge sharing contributes to organizations’ ambidexterity, their overall performance and the role of knowledge quality in this relationship. Knowledge sharing is conceptualized based on tacit and explicit dimensions, and ambidexterity is viewed as comprising exploitative and explorative capabilities.

This study uses a cross-sectional survey-based research design and structural equation modeling to test the proposed model of knowledge sharing and knowledge quality in organizational ambidexterity and the related hypotheses.

The results indicate that tacit knowledge sharing has a significant, direct impact on the exploitative and explorative capabilities of the organization and indirectly impacts both dimensions of ambidexterity (i.e. exploitative and explorative) through knowledge quality. In contrast, explicit knowledge sharing does not have a significant impact on knowledge quality and affects only the exploitative extent of ambidexterity. Both exploitative and explorative capabilities significantly impact organizational performance.

To the best of the authors’ knowledge, this study is the first study to empirically examine the role of knowledge quality in the context of knowledge sharing for ambidexterity, especially within the context of organizations in the United Arab Emirates.

This paper aims to examine the impact of metaverse experiences on customers’ offline behavioral intentions: How do customers’ visits to a hospitality business’s virtual property in the metaverse affect their intentions to visit the physical property in the real world?

Based on the general learning model and social cognitive theory, this research hypothesizes the positive impact of metaverse experiences on customers’ visit intentions and explores two boundary conditions for positive impact: user–avatar resemblance and servicescape similarity. Two experimental studies were conducted.

Metaverse experience has a significant impact on customers’ visit intentions, and this impact is moderated by user–avatar resemblance and servicescape similarity.

This research addresses the call for empirical studies regarding the effects of metaverse experience on people’s behavioral intentions.

As one of the earliest empirical studies on the marketing effects of the metaverse, this research provides a basis for future metaverse studies in the hospitality field.