Jobin Jacob, Arun Antony Chully, Benny J. Godwin and Jossy P. George
The purpose of this paper is to assess green marketing as an influential factor in the purchase of real estate. In this study, the consumer citizenship behaviour of young…
Abstract
Purpose
The purpose of this paper is to assess green marketing as an influential factor in the purchase of real estate. In this study, the consumer citizenship behaviour of young individuals will be studied with an assessment of real estate purchase intention, strategic green marketing orientation (GMO) and tactical GMO.
Design/methodology/approach
The sample frame consists of young consumers from India’s metropolitan cities. The respondents were in the range of 18 to 35 years of age. These cities provide a high standard of living, more career options and better educational opportunities. Five separate sections of a standardised questionnaire were used, and a structural equation model was used to assess a total of 393 valid replies.
Findings
Green marketing impacts the behaviour that influences the desire of young customer to buy green real estate.
Research limitations/implications
As the focus of this study is primarily on major cities, future research may study similar behaviour in non-metropolitan cities. The study can also be conducted among consumers of other age groups.
Originality/value
The originality, to the best of the author’s knowledge, exists in examining how young consumers’ opinions about green marketing impact their intentions to purchase green houses and real estate in India. This study will be accessible to all parties involved in the housing and real estate industries.
Details
Keywords
Mei Kei Leong, Karen Tsen Mung Khie, Aqilah Yaacob, Thivashini B Jaya Kumar and Thanuja Rathakrishnan
Artificial Intelligence (AI) is widely used in higher education teaching and learning. This trend of AI integration will continue to emerge within the education system. To stay…
Abstract
Artificial Intelligence (AI) is widely used in higher education teaching and learning. This trend of AI integration will continue to emerge within the education system. To stay ahead of the curve in the education realm, educators shall involve the usage of AI in teaching activities, assessments, and learning experiences. This book chapter aimed to highlight the challenges faced by higher education while proposing refined solutions to educators in involving the usage of AI tools in their teaching pedagogy. The suggested solutions were drafted from three different perspectives of AI to be integrated into its curriculum, namely the 3As triadic approach. Activities are identified as the essential asset to fostering a collaborative learning environment encouraging students to make use of cocreated AI in activities creation. Meanwhile, assessment preparation requires rigorous restrictions on AI usage to portray higher order thinking skills while abiding by ethical guidelines and legal framework. Academic content is prudent in ensuring latest findings and research are credible while bridging the gap between interactive academic materials with students' learning outcomes. Concurrently, we highlighted several approaches to achieve AI collaborative learning and enhance students' experience.
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Lai-Wan Wong, Garry Wei-Han Tan, Keng-Boon Ooi and Yogesh Dwivedi
The deployment of artificial intelligence (AI) technologies in travel and tourism has received much attention in the wake of the pandemic. While societal adoption of AI has…
Abstract
Purpose
The deployment of artificial intelligence (AI) technologies in travel and tourism has received much attention in the wake of the pandemic. While societal adoption of AI has accelerated, it also raises some trust challenges. Literature on trust in AI is scant, especially regarding the vulnerabilities faced by different stakeholders to inform policy and practice. This work proposes a framework to understand the use of AI technologies from the perspectives of institutional and the self to understand the formation of trust in the mandated use of AI-based technologies in travelers.
Design/methodology/approach
An empirical investigation using partial least squares-structural equation modeling was employed on responses from 209 users. This paper considered factors related to the self (perceptions of self-threat, privacy empowerment, trust propensity) and institution (regulatory protection, corporate privacy responsibility) to understand the formation of trust in AI use for travelers.
Findings
Results showed that self-threat, trust propensity and regulatory protection influence trust in users on AI use. Privacy empowerment and corporate responsibility do not.
Originality/value
Insights from the past studies on AI in travel and tourism are limited. This study advances current literature on affordance and reactance theories to provide a better understanding of what makes travelers trust the mandated use of AI technologies. This work also demonstrates the paradoxical effects of self and institution on technologies and their relationship to trust. For practice, this study offers insights for enhancing adoption via developing trust.