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The purpose of this study is to extend the theory of planned behavior (TPB) and understand consumers' purchase intention of energy-efficient appliances (EEA) from the perspective of pro-environmental behavior. This study focuses on knowledge of eco-labels (KEL) and altruism for the consumers' purchase intention of EEA.

This study employed a quantitative method. Data of the participants were collected through the purposive sampling technique. A total of 373 valid responses were received with a response rate of 82.88%. Partial least square (SEM) has been used for the analysis of data.

The findings of the study reveal that altruism and KEL in the extended model of TPB promote the purchase of EEA in Pakistan. Further, the results indicate that altruism was the key predictor that leads to the consumption of environmentally friendly appliances.

Eco-labels are important sources that provide specific products related information to consumers. Further, eco-labeling serves to guide consumers' regarding the processes of products' consumption and disposals. Secondly, the positive influence of altruism implies the fact that people have the willingness to contribute to the betterment of the environment and human well-being. Therefore, marketers and policymakers should initiate campaigns that primarily target altruistic consumers and emphasize the importance of the purchase of EEAs that can reduce environmental pollution.

This study would help to understand consumer purchase intention for EEA and contribute to the literature of environmental management. The results of this study would serve to provide guidelines to policymakers and marketers regarding the consumption of environmentally friendly products (EFP).

This study aims to understand households’ adoption of small-scale solar energy to reduce carbon dioxide emissions that cause due to conventional energy consumptions.

This study is quantitative in nature and households were selected as unit of analysis. Online data has been collected from seven main cities of Pakistan to understand households’ intention to use small-scale solar energy for domestic consumption. A total of 370 valid data were analyzed through partial least square structural equation modeling.

The study findings reveal that publicity information, attitude green norm and perceived behavioral control are the strongest predictors of households’ intention to use small-scale solar energy.

The considered model practically contributes to the literature by understanding households’ intention to adopt solar technologies that are viable means to conserve conventional energy and preserve the environment through less emission of carbon dioxide. In addition to this, understanding the green norm of households is imperative in a developing country, Pakistan where climate risk is high. Understanding household’ green norms would help marketers and practitioners to design and introduce new and more efficient renewable technologies that maintain environmental sustainability.

This study has contributed to theory of planned behavior (TPB) by the inclusion of publicity information and green norms. Previous studies focused on the environmental benefits of using renewable energy sources. This study added novel antecedents into TPB that help to understand the adoption of small-scale solar energy for domestic consumption.

Environmental issues have triggered the need for sustainable behavior around the globe. The tourism industry’s rapid growth also contributes to environmental degradation through natural resource depletion and excess water and energy utilization. Based on social identity theory, this study aims to assess the impact of environmental corporate social responsibility initiatives on green customers’ citizenship behavior. Furthermore, the study assesses the mediating effects of green trust, customer–company identification and green image.

This study is a quantitative approach, and purposive sampling technique was used to collect the data from the hotels’ customers from northern areas of Pakistan. This study used partial least square-structural equation modeling to analyze the data of 426 customers.

The study’s findings show that environmental corporate social responsibility initiatives significantly impact green customers’ citizenship behavior, green trust, customer–company identification and green corporate image. However, the relationship between green corporate image and green customers’ citizenship behavior was insignificant. Furthermore, the study’s results revealed that green trust and customer–company identification partially mediate between environmental corporate social responsibility initiatives and green customers’ citizenship behavior.

The findings suggest that hotels’ environmental corporate social responsibility initiatives improve green customer citizenship behavior, green trust and enhance customer–company identification. Therefore, hotel industry managers should consider reinforcing existing environmental corporate social responsibility initiatives and make further efforts to highlight the importance of such initiatives for environmental sustainability, which ultimately affects customers’ green customer citizenship behavior.

This research developed a novel framework to understand green customers’ citizenship behavior in the tourism industry. It extended the literature on environmental corporate social responsibility initiatives and green customers’ citizenship behavior. In addition, the research adds value by confirming the significant direct and mediating role of customer–company identification in tourism industry context.

This study aims to examine the drivers of sustainable entrepreneurship intention (SEI) among university students in Pakistan.

A survey-based methodology was used to collect the data from the participants. Further, this study used covariance-based structural equation modeling to test the proposed hypotheses.

The findings of this study confirm that the model of sustainable entrepreneurship is effective as it explains 83% variance to predict SEI among the students.

This research has contributed to the literature of sustainable entrepreneurship and proposed valuable insights in understanding the influence of sustainability education, sustainability attitude, self-efficacy and self-identity on SEI.

The purpose of this study is to predict the antecedents of consumers' purchase intention of energy-efficient home appliances. This study incorporated two additional constructs (knowledge of eco-labels and knowledge of eco-labels) in the model of the theory of planned behavior. Consumers' enhanced trust for energy-efficient products is crucial to purchase intention. The second construct is consumers' knowledge of eco-labels. Knowledge of eco-labels would help to assess consumers' tendency toward environmental problems and intention to purchase energy-efficient home appliances.

This study used a quantitative approach using a survey (questionnaire) method to collect data of respondents. Non-probability quota based on age and convenience sampling techniques were employed to select the participants of this study.

The findings of the study revealed that consumer knowledge of eco-labels, green trust, subjective norm, attitude and perceived behavioral control have positive influence on purchase intention of energy-efficient home appliances.

Eco-labels are served as a marketing tool to distinguish producer's products from others. Prior studies have only focused on consumers' general knowledge. This study helps marketers to understand and design strategies to generate more value for green consumers. This study also contributes to the literature on green marketing by employing the theory of planned behavior.

The unsustainable practices of hotels have greatly contributed to ecological imbalances, encompassing excessive energy and water consumption, improper waste disposal and inadequate resource management. Information publicity (IP) plays an effective role in influencing tourists' intentions to visit green hotels. Therefore, the current study has incorporated IP into the value-belief norm (VBN) framework to examine tourists' intentions to visit green hotels.

This study is a correlational research design, and the purposive sampling technique was employed for the data collection. The study used 355 valid data and analyzed them via partial least squares structural equation modeling (PLS-SEM).

The study results show that egoistic values have the greatest impact on pro-environmental beliefs (ENBs). In addition, the results indicate the impact of ENB and IP on personal norms (PNs), leading toward the intention to visit green hotels.

This study helps hotel managers devise and execute effective marketing strategies for green hotels. Hospitality marketers should pay more attention to values, orientations and IP, emphasizing the significance of these factors in increasing the visits of customers to green hotels.

IP, an important factor that informs tourists about hotels that are environmentally friendly, has been neglected in the tourism research. This research examines the significance of IP in developing ENBs and influencing the PN of tourists.

The purpose of this research paper is to predict sustainability-driven entrepreneurship intention among university students in the developing market (Pakistan).

The target population of this study was university students in Pakistan. According to UNDP (2017) report, Pakistan has the largest youth population. More than 64% of the total population (210 million) is below 30 years of age. If trained properly, this huge chunk of the population could become a source of intellectual capital for the development of the nation. The quota based on age sampling technique was used to collect the data from university students in Karachi because more than 64% of the Pakistan population is below 30 years of age.

The findings reveal that university entrepreneurial support has a strong influence on attitude toward sustainable entrepreneurship and entrepreneurial self-efficacy.

The role of university entrepreneurial support, environmental concern and students’ entrepreneurial self-efficacy are vital factors in sustainability-driven entrepreneurship. This study enriches the literature of green entrepreneurship helping to understand university students’ intention for sustainable entrepreneurship. The outcome of this study would help strategists and environmental academicians to guide university students regarding the launch of sustainable ventures.

To the best of authors’ knowledge, this is one of the first studies to explore the effects of environmental concern on entrepreneurial intention among university students in the context of a developing country – Pakistan.

The purpose of this study is to develop a theoretical framework of consumers’ purchase intention of energy efficient home appliances.

Non-probability quota based on age and education and purposive sampling technique have been used to assess data collected by a questionnaire survey.

The findings of the study reveal that consumers’ knowledge of eco-labels, environmental concern and perceived consumer effectiveness are the important predictors of purchase intention. However, the positive relationship between green trust and products’ functional value was found insignificant. It is believed that consumers’ are skeptical about products’ functional benefits.

Although this study has presented a holistic approach to assess consumer purchase intention for energy-efficient home appliances, there are some limitations of the current study. First, this study has focused on consumer intention to purchase energy-efficient home appliances rather than actual purchase of appliances. Ajzen (1991) argued that intention is the accurate and immediate measure of actual, but gaps exist between intention and the actual behavior of the consumers (Ajzen and Fishbein, 1980). Consumers’ intentions may not always result in actual behavior. Thus, to expand research applicability, researchers should include actual behavior of consumers by conducting interviews or collecting data from the same consumers after an interval of three to six months. Second, the study has focused on consumers’ psychographic variables, there may be many other factors such as technological variables, government and pressure group influence and media impact on consumer intention to purchase energy-efficient home appliances. Future studies can integrate the impact of these potential variables on consumer purchase intention of energy-efficient home appliances with the same model. The third limitation is related to the methodology of this study, the quantitative method has been used in this study. Future studies may use qualitative and mixed methods to better understand consumers’ inclination of purchase intention of energy-efficient home appliances in Pakistan. Besides, a qualitative study will be helpful to explore new variables that are essential in the decision-making of consumers for the purchase of energy-efficient home appliances in Pakistan. Pakistan is a developing country where the majority of the people are belonging to the middle-class; there may be many other important factors that affect consumers’ purchase intention of energy-efficient home appliances. Therefore, an in-depth qualitative study would be helpful to explore those variables in the context of a developing country.

Energy consumption has posed serious threats to the sustainability of the environment and endangered the lives of many species across the globe. Environmental degradation due to unsustainable consumptions has provided ample opportunities to the marketers that led to the development of sustainable products such as energy-efficient home appliances. In this study, the antecedent of purchase intention of energy-efficient appliances includes attitude, functional values, perceived consumer effectiveness, consumers’ knowledge of eco-labels, environmental concern and green trust. Although researchers have extended TBP to predict consumers’ purchase intention of energy-efficient appliances, studies lack to provide a holistic view from consumers’ perspective. Consumers’ concern for the safety of the environment depicts consumers tendency to purchase environmentally friendly products and promote less hazardous products. Marketers should incorporate environmentally friendly benefits to the product that serve to attract maximum consumers and maintain harmony with the environment. Consumers’ knowledge of eco-labels, green trust and functional values are a vital construct that needs focus in term of the energy-efficient appliances purchase decision. Eco-labels are one of the emerging marketing tools that serve to guide consumers related to products environmentally friendly attributes and contribute to the acceptability of products. Marketers can use eco-labels to differentiate green products from conventional and establishes consumers’ trust in product performance.

This study is relevant to energy-efficient home appliances. Systematic literature of previous studies suggested the need to conduct and examine the antecedents of energy-efficient home appliances in developing markets. This research highlights that perceived consumer effectiveness is the most influencing factor affecting intention. The implications of this study would be helpful in understanding consumers’ behavior toward the purchase of green products in developing markets.

This study aims to predict customers’ intention (INT) to visit green hotels through an extended norm activation model (NAM) framework. The extended NAM includes environmental concern (EC), price consciousness (PC) and aesthetic values (AEV).

A quantitative survey design was used to collect 340 valid responses from customers in Pakistan. Partial least square - structural equation modeling was used to assess the hypothesized relationships.

The results show that EC and awareness of consequences have a significant ascription of responsibility (AR) and personal norms (PN) towards INT. The results confirmed the moderating effect of PC on the relationship between PN and INT and the moderating effect of AEV on relationship between PN and INT and AR and INT. The findings indicate that PN does not mediate the relationship between AR and INT. These findings indicate that customers are aware of the consequences of resource depletion and environmental pollution that result from the unsustainable hotel practices. Therefore, customers tend to visit aesthetically green hotels at affordable prices.

The study proposes that green hotels should design marketing strategies in a way that increases customers’ awareness and concern towards environmental issues. Marketing campaigns focusing on environmental aspects of green hotels enhance its green reputation and motivate customers to visit green hotels. In addition, managers must consider enhancing the beauty of hotels at a competitive price.

This is the first study to use an extended NAM by integrating EC, average variance extracted and PC to predict customers’ INT towards green hotels. The extended NAM framework provides comprehensive understanding of the relationships between EC, AR and PN regarding visiting green hotels. In addition, the study emphasizes on AEV’s crucial role in influencing customers’ INT to visit green hotels.

The purpose of this study is to empirically evaluate the antecedents of consumers’ purchase intention of energy-efficient home appliances.

A self-administered questionnaire has been used to gather data from the targeted representatives of the population. Quota based on age and convenience sampling techniques were used to select the participants of the study, as it is a suitable technique in situations where the possibility of getting a complete sampling frame is difficult. More than 73% of the population of Pakistan is aged below 34 years (Pakistan Bureau of Statistics, 2017). Based on this information, the current study has allocated more than 75% quota to consumers who are below 35 years.

The findings of the study reveal that all antecedents have significant impact on consumers’ purchase intention of energy-efficient home appliances. Environmental concern, green trust and products’ functional values are most influencing factors in the purchase of energy-efficient home appliances.

This study is related to energy-efficient home appliances in Pakistan. Systematic literature suggested the need to analyze the antecedents of energy-efficient appliances. This study helps the practitioners and marketers to understand consumers’ behavior regarding the purchase of energy-efficient home appliances.