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The present study aims to examine the impact of social media marketing activities (SMMAs) on the adoption of food waste reduction behavior among Generation Z consumers within the restaurant service industry in Pakistan. The study focuses on the impact of social media advertisements and investigates the mediating influence of waste reduction intentions on actual behavior. This underscores the significance of contextual and emotional variables in comprehending consumer behaviors.

The study used a cross-sectional research methodology to examine the impact of SMMAs on the behavior of Generation Z consumers in Pakistan’s food service industry with regard to reducing food waste. A study was conducted to investigate the restaurant purchasing behaviors of a sample consisting of 449 individuals belonging to the millennial generation, often known as Generation Z.

The majority of variables related to SMMA, except for interactivity and personalization, were shown to have a positive impact on individuals’ intents to reduce food waste. The study observed a significant relationship between consumers’ intentions to decrease waste and their actual behavior in waste reduction. Furthermore, this relationship was shown to be influenced by the mediating role of waste reduction intention.

Examining how social media affects Pakistani Generation Z’s efforts to reduce food waste is what makes this study distinctive. According to the research, the majority of social media factors positively influence intentions to reduce waste. The relationship between intentions and actual behavior, which highlights the impact of social media campaigns and emotional aspects in promoting waste reduction, is one of the important conclusions.

This study aims to extend the body of knowledge on brand hate and further examine its significant antecedents and consequences to investigate how brand hate affects consumers’ behavioural responses.

This study used a questionnaire to collect data from 403 consumers of Pakistan’s mobile telecommunication industry. Smart partial least square was then used to analyse the data.

This study provides insights into the conception of brand hate in the context of Pakistani consumers. This study’s findings indicate that “neuroticism”, as a consumer-related antecedent, “perceived price unfairness”, “poor product/service quality” and “post-purchase service failures” as company-controlled determinants have significant impacts on brand hate. This, in turn, leads to brand avoidance and brand retaliation. Managerial implications and avenues for future research are also discussed. This study provides insights into the conception of brand hate in the context of Pakistani consumers.

The original findings of this work can thus provide meaningful guidance for companies to mitigate the spread of brand hate among consumers.

The purpose of this paper is to test the impact of symbolic and functional incongruity on brand hate. According to self-congruity theory, symbolic and functional congruence are a critical phenomenon in consumer buying decisions. Therefore, the present study develops a theoretical framework based on self-congruity theory to examine the key determinants of brand hate.

Data were collected only in fast-food chain franchises in the capital city territory of Pakistan. Therefore, it is hard to generalize the findings of this research for customers from different cultural backgrounds.

The results of the study reveal that symbolic and functional incongruence are the primary factors responsible for brand hate among Pakistani fast-food customers. Customers carefully consider both self-image and product attributes when purchasing products.

The research uses the cross-sectional method, which limits the findings’ usefulness in other sectors.

The current research helps policymakers understand the key determinants of brand hate, showing that symbolic incongruence is the primary antecedent. Therefore, policymakers and corporate leaders should consider that Pakistan is an Islamic country where consumer choices of food are not only derived from food quality, food hygiene and service quality, but also the symbolic image (i.e. halal food) is a vital determinant of consumption.

This study contributes to the literature by discussing the above issue and presenting quantitative data. This research extends the literature by testing and validating a conceptual model that includes two types of congruence (symbolic and functional) to study brand hate. The proposed conceptual model provides a novel, theoretical, self-congruity point of view on brand hate.

Although the importance of high-performance work practices to foster individual-level outcomes is well documented, how team-level perception of HPWPs impacts team-level outcomes is not well researched, particularly in the hospitality sector. To fill this research gap, the role of team-level perception of HPWPs in fostering team engagement through team psychological capital is investigated.

A survey was conducted using a structured questionnaire.

The study findings suggest that in the presence of HPWPs, front-line service employees have high psychological resources and are more engaged in performing their organizational tasks.

The hotel management should benefit from high-performance work practices to enhance employees' attachment with their service organizations for exhibiting work engagement.

This study aims to identify the key factors that influence household pro-environmental behaviors (HPEBs) and explore the differences caused by the same influencing factors between household waste management behavior (HWM) and household energy-saving behavior (HES).

A meta-analysis was conducted on 90 articles about HPEBs published between 2009 and 2023 to find the key factors. HPEBs were further categorized into HWM and HES to investigate the difference influenced by the above factors on two behaviors. The correlation coefficient was used as the unified effect size, and the random-effect model was adopted to conduct both main effect and moderating effect tests.

The results showed that attitude, subjective norms, and perceived behavioral control all positively influenced intention and HPEBs, but their effects were stronger on intention than on HPEBs. Intention was found to be the strongest predictor of HPEBs. Subjective norms were found to have a more positive effect on HES compared to HWM, while habits had a more positive effect on HWM. Furthermore, household size was negatively correlated with HWM but positively correlated with HES.

The same variables have different influences on HWM and HES. These results can help develop targeted incentives to increase the adoption of HPEBs, ultimately reducing household energy consumption and greenhouse gas emissions and contributing to the mitigation of global warming.