“From identity to innovation: a multi-theoretical framework of green organizational identity, ambidextrous green innovation, and digital-enabled environmental collaboration”

Why do people use P2P lending services? The role of AI literacy and green self identity

Purpose This study examines relationships between self-transcendence values, environmental attitudes, and pro-environmental behaviours among Spanish university students. Design/methodology/approach 624 participants completed a questionnaire based on Schwartz’s benevolence and universalism values, environmental concern, pro-environmental behaviours (PEB), and environmental activism (EA) across different disciplines. Findings Universalism-nature values showed the strongest positive correlations with PEB and EA. Being concerned about ecology (CAE) partially mediated the relationship between universalism-nature values and PEB and EA. Personal factors, such as green family environment and eco-friendly consumption habits, as well as left-wing political orientation were positively associated with PEB, EA, and positive environmental concern dimensions. Contrary to expectations, final-year students did not demonstrate higher levels of PEB or environmental concern compared to first-year students. Psychology and Interpretation/International Relations students scored higher on PEB than Law/Business students. Moderated mediation analyses revealed that political orientation moderated the relationship between universalism-nature values and CAE, with stronger effects for left-leaning individuals. Additionally, green consumer identity moderates the relationship between CAE and EA, with stronger effects for those identifying as green consumers. Research limitations/implications The study reveals complex interactions between values, attitudes, and behaviours, highlighting the need for targeted environmental education strategies in higher education that address contextual barriers and facilitate behaviour change through supportive environments. Originality/value This study is the first of its kind to examine relationships between self-transcendence values, environmental attitudes, and pro-environmental behaviours in Spanish private universities.

Trust green, pay more: Decoding green brand loyalty and willingness to pay more for electric vehicles through green transparency and green perceived value.

This study examines how the digital transformation of smart agriculture organizations in Korea contributes to enhancing governance transparency and reducing corruption risks. Focusing on technologies such as artificial intelligence, Internet of Things, and blockchain, the paper analyzes the mechanisms through which data-driven decision-making and tamper-proof traceability systems mitigate the structural problems of organizational closure and information asymmetry in traditional agricultural entities. In the context of tightening carbon neutrality policies and ESG management requirements after 2025, the study explores how digital platforms strengthen green organizational identity and internal resistance to corrupt practices. By comparing conventional governance structures with digital governance in smart farming, and by analyzing empirical cases related to subsidy misuse, smart farm operation, and data platforms, the research identifies concrete pathways by which technological innovation is translated into social integrity in the agricultural sector. The findings suggest that the platformization of smart agriculture not only improves resource allocation efficiency and accountability but also supports the establishment of democratic and transparent governance as a core capability for sustainable agriculture.

ABSTRACT An increasing number of companies in the hotel industry are embracing the integration of sustainable practices to gain an advantage in a competitive digital market, where online travel agencies are predominant. However, marketing literature remains divided regarding the effectiveness of communicating the green image of a hotel in relation to consumer response. This research aims to explore how communication of stimuli reflecting a green hotel image influences consumer response in terms of hospitality and visit intention, incorporating the study of family firm ownership as a communicational element. A quasi‐experimental study was conducted on an online survey involving 453 people. Participants viewed stimuli in the form of fictitious hotel advertising, which included narrative and visual elements. Analysis of variance (ANOVA) was employed, complemented by linear regression analyses. In terms of the study's findings, on one hand, no significant results were found to dispel doubts regarding the effectiveness of a green image in obtaining a better response from consumers. On the other hand, communication of family firm image positively and significantly influences consumers in terms of perceived hospitality and intention to visit the hotel, maintaining its effect when communicated in conjunction with a green image. This study contributes to the literature on green branding by discussing the communicational effectiveness of a hotel's green identity as a commercial asset. It also advances the literature on branding for family businesses by suggesting signals that integrate both family and corporate identities. Lastly, it contributes to the literature on hospitality and tourism, particularly concerning the management of signals within online travel agencies.

ABSTRACT This paper synthesizes the existing literature on the integration of financial technology (FinTech) into the sustainability field, revealing opportunities, challenges, and outcomes associated with fintech adoption within nonfinancial industries. A systematic literature review (SLR) following PRISMA guidelines critically analyzes 130 research articles of ABDC‐listed journals indexed in the Scopus database. The thematic analysis identifies five main clusters: (1) fintech and global sustainability performance, (2) fintech and environmental sustainability, (3) fintech and social sustainability, (4) fintech and corporate governance, and (5) fintech and ESG controversies. The results suggest that the adoption of fintech contributes to stakeholder satisfaction by mitigating environmental degradation, social concerns, and managing ESG controversies. However, fintech alone is insufficient to build a strong green identity, as its positive impact may not be sustained in the long term. This underscores the importance of developing an ethical culture and strengthening digital governance to enhance the resilience of ESG practices enabled by fintech‐related transformations. The review concludes that further analysis is needed to legitimize the role of the fintech sector in targeted sustainability agendas. Drawing on technological, organizational, and environmental (TOE) factors, we propose a comprehensive and integrated framework that combines digital transformation philosophy with a long‐term ESG vision. It explains the main phases of integrating emerging fintech innovations into companies' ESG procedures and operations. Therefore, the proposed hybrid model should enable policymakers, managers, and investors to leverage fintech for more effective ESG strategies within VUCA environments.

The era of global green norms and business competitiveness encourages global companies to increase marketing capability, which has an impact on marketing performance. This research examines the gaps in global green norms, which often have consequences for investment in innovation and have an impact on profitability. This research proposes green dynamic marketing capability as a strategic resource for global companies to survive and continue to improve their competitiveness. Using panel data regression with intervening variables, a study was conducted on the variables of organizational learning, green organizational identity, green innovation, green marketing and marketing performance. 40 global companies in Clean200 were used as samples. Data taken from Refinitiv Eikon Thomson Reuters and Annual Report over the period of 2019–2023. The results show that: (1) organizational learning and green organizational identity have an effect on green innovation; (2) the mediating role of green marketing in values transformation of green innovation has an impact on marketing performance; and (2) green innovation has been shown to have a negative direct effect on marketing performance. The results clarify the framework of green dynamic marketing capabilities as a process of value transformation of dynamic marketing capabilities to improve marketing performance.

This study investigates the psychological mechanisms underlying tourists’ carbon offset behavior in air travel by distinguishing between offset choice (OC) and offset spending (OS). Grounded in the Value–Belief–Norm (VBN) framework, the model integrates Environmental Value and Literacy (EVL), Green Identity and Social Motives (GISM), Trust and Risk Perception (TRP), Personal Norm Activation (PNA), and Perceived Effectiveness (PEF). Data were collected onsite from 500 international and domestic tourists at Suvarnabhumi International Airport, Thailand, between June and July 2025, and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that EVL and GISM significantly enhance both PNA and PEF, which in turn exert strong positive effects on OC and OS. PNA emerges as the strongest predictor of both participation and financial commitment, highlighting the central role of moral obligation in motivating carbon offset behavior. While TRP significantly strengthens personal moral norms, its direct effect on Perceived Effectiveness is not significant, suggesting that trust primarily operates through ethical pathways rather than cognitive evaluations of program effectiveness. By distinguishing between participation decisions and spending behavior, this study extends VBN theory to the context of carbon offsets in aviation and demonstrates the mediating roles of moral norms and Perceived Effectiveness in translating environmental values and social identity into compensatory climate action. The findings offer practical implications for airlines and policymakers, emphasizing the importance of moral framing, transparency, and social identity engagement to promote voluntary carbon offset adoption in emerging carbon markets.

Sustainable consumption represents a core pathway for addressing global environmental challenges and achieving the United Nations Sustainable Development Goals. This paper systematically analyses four major categories of factors influencing sustainable consumption: Firstly, intrinsic consumer factors: such as environmental awareness, value alignment, and ecological anxiety, which form the psychological foundation for behavioral shifts. These drive consumers towards selecting eco-friendly products, paying price premiums, and developing green identity recognition. Second, product and design factors: eco-design and technological innovation enhance environmental performance and market competitiveness by incorporating sustainable materials (such as renewables and recycled components), thereby lowering barriers to sustainable consumption. Third, market and information factors: brand communication, transparency, and green digital marketing foster consumer trust, reduce the inaccurate information, and promote behavior change to enable consumers to make sustainable choices. Fourth, external environmental fac tors: Macro pressures such as resource scarcity and climate change accelerate consumption transformation, compelling enterprises to refine production processes and implement circular economy practices. Current sustainable consumption still faces challenges including greenwashing and information opacity. It is suggested that enterprises enhance technological innovation and transparency construction. Also, the government improve the policies and market mechanism, and through differentiated communication strategies and cross-departmental cooperation. This can build a sustainable consumption ecosystem to promote the transformation of consumption patterns towards sustainability.

It has come to the attention of the publisher that the article “Absorptive capacity and relationship learning mechanisms as complementary drivers of green innovation performance” by Gema Albort-Morant, Antonio L. Leal-Rodríguez and Valentina De Marchi, published in the Journal of Knowledge Management, Vol. 22 No. 2, pp. 432-452, did not fully attribute the following sources it has drawn upon: Ching‐Hsun Chang, Yu‐Shan Chen (2013), “Green organizational identity and green innovation”, Management Decision, Vol. 51 No. 5, pp. 1056-1070, Link to the cited article., Antonio L. Leal-Rodríguez, José L. Roldán, “The moderating role of relational learning on the PACAP–RACAP link. A study in the Spanish automotive components manufacturing sector”, Link to the cited article.) and Antonio Leal-Millan, Marta Peris-Ortiz, Antonio L. Leal-Rodríguez, “Sustainability in Innovation and Entrepreneurship, Policies and Practices for a World with Finite Resources”, Link to the cited article.. The authors are sorry for this and would like to take this opportunity to inform readers that the research within this article utilises data, and data sets, stemming from previous research conducted by some of the authors.

Active participation matters: Impacts of green organizational identity on employees' voluntary green behaviors

Driven by the "double carbon" goal and the upgrading of green consumption, social e-commerce, as a new consumption scenario, has become an important carrier for the dissemination of the concept of sustainable development. Based on the theory of sustainable development, the theory of communication path and the principle of consumer behavior, this paper uses the methods of literature research and case analysis to explore the communication status, core path and key factors affecting consumer identity of the concept of sustainable development in social e-commerce platform, and puts forward optimization strategies. The study found that the current social e-commerce achieved concept penetration through content dissemination, social fission and other paths, but there were problems such as information fragmentation and imperfect trust mechanism; Consumer identity is affected by their environmental awareness, authenticity of platform information, product sustainability and other factors. The research provides practical reference for social e-commerce to optimize the communication mode, enhance consumers' green identity, and help build a sustainable consumption ecology.

Purpose Food waste behavior in the education institutions has been less researched compared to that in the household context. This paper aims to investigate the effects of green inclusive leadership on the food waste behavior of students in higher education institutions, considering the mediating role of moral attitude and the moderating role of green role identity. Design/methodology/approach Data were collected from 532 students in various colleges and universities in Ho Chi Minh City, Vietnam. This study used the partial least squares-structural equation modeling method to examine hypotheses. Findings The results show that green inclusive leadership and intention to reduce waste are critical determinants of students’ waste behavior. Furthermore, moral attitude toward wasting plays a mediating role in the relationship between green inclusive leadership and intention to reduce waste. The results also show that green role identity moderates the nexus between intention to reduce waste and waste behavior. Originality/value To the best of the author’s knowledge, this study advances the understanding of mechanisms underlying food waste behavior among students in higher institutions by exploring the mediating role of moral attitude toward wasting and the moderating role of green role identity.

Digital Green Behaviour: Online Nudges and the Making of Eco-Consumers

Drivers of green consumer behavior in hotels: The roles of green attitudes and environmental gardening identity (PLS-SEM and fsQCA evidence)

The scientific literature has explored the relationship between environmental justice and inequalities in the distribution and access to green spaces. This article analyses the neighbourhood of La Verneda (Barcelona) as one of the most successful cases of ecological urban transformation in Spain. Based on a Communicative Methodology approach that includes five in-depth dialogic interviews with residents and documentation from local institutions, the analysis identifies four core mechanisms driving the transformation: dialogic capacity building (through an adult education school), grassroots coalition-building (VERN and local associations), intergenerational design choices (spaces intentionally designed for mixed-age use), and symbolic place-claims (defense of the name La Verneda). These mechanisms contributed to measurable environmental and social outcomes reported by residents and illustrate how bottom-up processes can reconfigure urban planning trajectories. These findings contribute relevant lessons for contemporary ecological transitions in other urban peripheries.

With the introduction of the United Nations Sustainable Development Goals, Greening has become the ethos of the businessworld, particularly in manufacturing companies. However, a very few manufacturing companies meticulously exhibit theirenvironmental commitments. Accordingly, Green Corporate Identity (GCI) is the strategically designed unique identityof a company that communicates its environmental commitments to its stakeholders. The paper intends to understandthe employee awareness of GCI in manufacturing companies. The study is exploratory in nature, employing quantitativeanalysis with primary data gathered using survey questionnaire from employees of a leading manufacturing company witha Green policy. One sample t test was performed to understand the employee awareness of GCI, and Multi-DimensionalScaling Techniques (ALSCAL) was used to understand the level of awareness of each component of GCI among employeesacross the selected departments. The study reveals that employees are aware of their company’s GCI but do not have acomprehensive understanding of all aspects of GCI. As the previous research studies on the field of GCI in India are scarce,the paper presents the emerging concept of Green Corporate Identity in the Indian context to address the relevance ofcreating a Green identity to achieve environmental objectives of companies with the support of all its stakeholders.

IntroductionEnhancing public service quality and societal well-being increasingly relies on the strategic development of human capital within the public sector. Although green talent management (GTM) has been widely applied to promote sustainability and performance in for-profit organizations, its mechanisms and effects in public administration remain insufficiently examined. This study investigates how GTM influences civil servants’ job satisfaction, highlighting the roles of green organizational identity and artificial intelligence (AI).MethodsData were collected from 347 civil servants in China’s public administration sector using a structured survey. Hierarchical regression analyses were conducted to test the mediating effect of green organizational identity and the moderating effect of AI.ResultsBoth green hard talent management and green soft talent management significantly enhanced civil servants’ job satisfaction. Green organizational identity mediated these relationships. In addition, AI moderated the effect of green hard talent management on green organizational identity.DiscussionThe findings offer empirical evidence that GTM contributes to improving job satisfaction by strengthening organizational identity among public sector employees. They further suggest that AI can amplify certain GTM effects, providing deeper insight into how sustainability-oriented talent practices can support human capital development and public sector modernization.

Forest monasteries are significant Buddhist sites that serve as hubs for ecological services and forest habitats. These monasteries are dispersed throughout urban and community landscapes in Thailand, but have been facing a decline in green space due to land-use changes and urban expansion. This study discussed the assessment of the situation and changes in the structure and pattern of forest monastery green spaces through the application of geo-information technology and principles of landscape ecology. The study classified green and non-green areas in 2022, with proportions of 39.40% and 60.06% respectively. Accuracy and Kappa were 80.21% and 0.92, respectively, reflecting near-perfect agreement. The most significant ecological landscape structures of forest monasteries were green spaces with a core area surrounded by edges, supporting habitats and ecological services, accounting for 19.50% and 10.12%, respectively. These forest monasteries were found across all four settlement patterns: nucleated, linear, dispersed, and isolated, distributed in urban, suburban, and natural areas, each facing different landscape mosaic changes. Forest monasteries located within developed landscapes tended to have lower green space retention and persistence compared to those in agricultural, mixed, and natural landscapes, respectively. However, in terms of maintaining contiguous green spaces, analysis of landscape metrics such as patch area, percentage of landscape, core area, and patch context revealed that Wat Pah Nanachat and Wat Pah Nong Pa Pong had the highest values. These metrics most strongly reflected the green space identity of forest monasteries, even though these monasteries are located in areas undergoing urban development, compared to other forest monasteries. The findings of this research can be used to analyze and assess the green space potential of monasteries dispersed throughout the landscape system. This is helped to understand the dynamics of change in forest monastery green spaces, which must be surrounded by forested areas—an essential cultural landscape element vital to social ecology and contributing are to expand the urban green spaces for future environmental sustainability.