Integrating innovation and environmental awareness: A path to green purchase intention for electric Two-Wheelers

Anchored in the Theory of Planned Behaviour (TPB) and the green marketing mix framework, this study explores how green purchase intention and impulse buying are shaped among urban Chinese consumers. Employing structural equation modelling based on data from 292 respondents, the analysis tests five key hypotheses regarding the effects of subjective norms, attitude, perceived behavioural control, and the four green marketing mix components (product, price, place, and promotion) on green purchase intention, as well as the subsequent impact of green purchase intention on impulse buying. The results reveal that green product quality and green promotion are the main drivers of green purchase intention, while subjective norms, attitude, perceived behavioural control, green price, and green place do not have significant direct effects. Mediation analysis further demonstrates that only green products and green promotion exert significant indirect effects on impulse buying via purchase intention. These outcomes emphasize the value of tangible product features and effective promotion in sustainable purchasing, and challenge the universal applicability of classic psychological models in digitalized urban markets. The study provides practical implications for designing targeted green marketing strategies that move beyond attitudinal appeals and focus on product credibility and impactful promotion to foster pro-environmental purchasing behaviour. Importantly, this study utilizes the classic 4Ps and the TPB framework for empirical clarity, yet is aware of the theoretical debate and boundary limitations related to their adoption in terms of developing service-based green marketing and based on cultural diversity. Furthermore, our data collection focuses on urban China, highlighting the context and limitations in generalizability, which emphasizes the importance of developing future cross-cultural comparisons and expanded models in future research.

The circular economy is a production and consumption model that maintains the usefulness of products over time, reducing waste that generates pollution. It constitutes a value for corporate sustainability. The objective of this study was to identify the relationship between internal social capital and green competencies with the circular economy in companies in the tourism sector through a structural equation model. Managers from 39 hotels and 106 restaurants in Mexico participated. Internal social capital was assessed in its cognitive, relational, and structural dimensions; green competencies were assessed through the dimensions of ecological knowledge, ecological skills, and green attitudes; and the circular economy variable was measured through the dimensions of green purchasing, internal environmental management, and return on investment. The results of the structural analysis showed a good fit for the model, demonstrating a strong influence of internal social capital on green competencies and a direct and positive relationship between these variables and the circular economy. It is concluded that it is necessary to build internal social capital oriented toward the development of green competencies to strengthen the circular economy model in organizations, as a value for preserving the environmental conditions required for survival on the planet.

Utilizing technologies from Artificial Intelligence (AI) and Industry 4.0, these technologies are gaining wider recognition as enablers of data-driven and sustainability-oriented procurement practices. Nevertheless, the studies of the use of AI to enable green procurement are fragmented. The paper presents a bibliometric investigation that traces the development, topical framework, and theoretical basis of AI-enabled green procurement between 2015 and 2025. The analysis considers descriptive publication trends, bibliographic coupling, and keyword co-occurrence to identify essential research clusters using a curated collection of peer-reviewed articles on green procurement and public policy, AI-enabled procurement transformation, and Industry 4.0 technologies that can support sustainable sourcing. The results highlight that procurement has shifted to intelligent, automated, and data-driven ecosystems, rather than traditional compliance-based green purchasing. Although interest has increased, the study identifies several existing gaps, including a lack of empirical evidence, ethical issues in AI-driven decision-making, and uneven organizational digital preparedness. The reviewed article contributes to a cohesive research map and suggests future directions, focusing on AI governance, implementation capability, and interdisciplinary cooperation to enhance the sustainability of procurement outcomes in the Industry 4.0 era.

This paper condenses evidence from thirty published studies on how green marketing shapes consumer decision-making. We answer two questions: (i) which factors most reliably drive sustainability-driven purchase intention, and (ii) why does intention not always become real purchase? Across the studies, attitude toward the green product, green trust, perceived value, perceived behavioral control, subjective norms, and perceived consumer effectiveness consistently increase green purchase intention, while perceived risk (fear of poor performance, fake claims, or unfair price) reduces it (Zhuang, Luo, & Riaz, 2021; Neves, Oliveira, & Santini, 2025). Experimental work on graded eco-labels (traffic-light or A–F ‘Eco-Score’) shows that such labels rapidly shift perceived sustainability and can nudge intention. Poor sustainability grades also create a strong negative halo for food products: consumers think the product is less healthy and tasty, so willingness to buy drops (Taillie et al., 2024; Büttner, Gassler, & Teuber, 2024). Even when buyers say they intend to choose the greener product, final purchase is blocked by price differences, availability, habit, convenience, and time pressure at the point of choice (Bleidorn, Lenhausen, & Hopwood, 2021; Essiz, Yurteri, Mandrik, & Senyuz, 2022; Syed, Acquaye, Khalfan, Obuobisa-Darko, & Yamoah, 2024). A decisive moderator across studies is trust: precise, verifiable sustainability claims improve intention, while vague or exaggerated ‘greenwashing’ claims trigger skepticism and even boycott intention (Santos, Coelho, & Marques, 2024; Andreoli, Silva, & Lopes, 2025; Persakis, Nikolopoulos, Negkakis, & Pavlopoulos, 2025). We apply a PRISMA-style secondary review, summarise core constructs across thirty studies, and present two linked pathways: (1) psychological drivers of intention, and (2) sustainability signal → perceived sustainability → trust/value/attitude → intention → behaviour. The practical message is straightforward: make sustainability easy to understand, honest to believe, and easy to buy.

Purpose There has been a global shift in terms of customers’ intention and willingness to buy eco-friendly products and contribute towards sustainable development. This has led to an exponential increase in awareness among customers, especially when making green purchases. Therefore, this study aims to investigates the role of environmental concern (EC), knowledge and eco-label knowledge (ELK) on customers’ green purchase intentions (GPIs). Therefore, grounded on attitude behaviour context and the theory of reciprocal determinism, this study investigates the role of EC, knowledge and ELK on customers’ GPI. Design/methodology/approach A structured questionnaire was circulated and response from 365 consumers was collected to empirically test the proposed model. The model was tested to study the association and mediation effects among the variables using Structural equation modelling. Findings GPI is influenced by EC, environmental knowledge (EK) and ELK and green trust plays a pivotal role in converting these factors to green buying behaviour of customers. EK and ELK indicated a substantial link with green trust. A significant correlation between green trust and GPI was also established. All paths in the proposed model were positively correlated and significant on a statistical level. Results also indicated that the green trust acted as mediator and gave strong insights for marketing professionals and policymakers to form sustainable policies for the mutual benefit of both organisations as well as consumers. Research limitations/implications The implications of research enable appropriate strategy formulation for sustainable growth and GPIs of consumers. It will also escalate the growth of environmentally friendly projects among business organisations. Practical implications Aim of the study is to provide mutual benefit to the policymakers, marketing professionals and consumers to build an ecofriendly environment through GPIs among consumers for sustainable growth and development. Originality/value A novel contribution of the study is its model that shows the association of EC, ELK, EK by green trust as mediator and their combined effect on GPI of consumers It also reflects the significant role of green trust in translating EK and ELK in the buying behaviour of customers.

With the increasing popularity of environmental issues and discussions, it is important to understand the factors influencing green purchase decisions. This study investigates how green trust mediates the relationship between green knowledge and purchasing behavior. Using convenience sampling, questionnaires were distributed to 400 Saudi Arabian consumers from diverse backgrounds. The data were analyzed through PLS analysis. The findings indicate that green trust positively affects green purchasing behavior and partially mediates the relationship between green knowledge and green purchasing behavior. The results confirm that green knowledge has a direct positive impact on green purchasing behavior. Additionally, stronger green trust enhances green knowledge, which in turn increases the likelihood of consumers engaging in green purchasing behavior. Managers should focus on building consumer trust regarding their environmental claims by being transparent, authentic, and verifiable in their green practices. Trust is a crucial element that can improve green purchasing behavior. Furthermore, investing in consumer education campaigns to increase green knowledge is recommended, as informed consumers are more inclined to make environmentally friendly purchases when they believe the brand is environmentally responsible. Lastly, the overall relationship between consumer awareness and green purchasing intentions can be strengthened through trust-based green marketing strategies, including eco-certifications, transparent sustainability reporting, and reliable brand communication. Emphasizing credibility and consumer trust is essential to promote environmentally responsible purchasing, providing valuable insights for sustainable marketing approaches.

Consumer behavior changing in response to global environmental policies is compelling businesses to develop sustainability strategies. This study examines the mediating role of green trust in the effect of green brand image on green purchasing behavior in a generational comparison. The study, conducted with 1,123 participants aged 18 and over in Turkey, used an online survey as a data collection tool and conducted mediation analyses using the PROCESS Macro Model 4 developed by Hayes. The findings show that green brand image has a significant and positive effect on green trust across all generations. Green trust also had a significant impact on green purchasing behavior in all generations. However, the direct effect of green brand image on green purchasing behavior was only found to be significant in Generation X (β=0.1456, p=0.033). In contrast, this effect was found to be statistically insignificant in Generations Y and Z. The mediating effect of green trust was found to be strongest in Generation X (β=0.3410) and weakest in Generation Z (β=0.1896). The results highlight the necessity of generation-specific green marketing strategies and underscore the critical importance of building trust.

Drawing on an extension of the Theory of Planned Behavior (TPB), this research investigates the factors influencing green purchasing intention (GPI) and willingness to pay a premium (WPP) for eco-friendly items. Two explanatory variables in the suggested framework are ethical obligation (EO) and environmental concern (EC). Partial Least Squares Structural Equation Modeling (PLS-SEM) was used to analyze data from 395 respondents, collected via a five-point Likert scale. According to the findings, EO and SN significantly boost GPI and WPP, whereas EC has a direct effect on GPI but none on WPP. Also, there seems to be an attitude-behavior gap between how environmentally concerned customers are and how much they are ready to pay for products, as the correlation between GPI and WPP is not very strong. These results emphasize the significance of ethical and societal considerations in shaping environmentally conscious purchasing decisions. This research has practical applications for marketers, enabling them to highlight ethical principles and social impact while marketing environmentally friendly goods, and it contributes to TPB's expansion by incorporating ethical issues.

Purpose Eco-labels have evolved into pivotal factors shaping consumer preferences toward sustainable product selections, previous studies indicate that the effectiveness of eco-labels is closely intertwined with consumers’ personal characteristics and situational factors. This necessitates attention to specific content and presentation of the eco-label as well as a deep understanding of consumer motivations. In this context, the study aims to address the question: how do eco-labels and their various types align with consumers’ appeal to influence their green purchase behavior? Design/methodology/approach Through three studies, a total of 1,150 participants were involved in this research to explore the relationship between eco-label and the purchase intention of green products. Findings The results show that: First, consumers exhibit a stronger intention to purchase green products with eco-labels compared to those without. Second, perceived green authenticity serves as a mediator in the relationship between eco-labels and consumers’ purchase intentions for green products; it also mediates the effects of emotional eco-labels and numerical eco-labels on these intentions. Third, product type interacts with eco-label type in shaping consumers’ willingness to buy green products; specifically, for altruistic green products, emotional eco-labels have a stronger positive effect than numerical eco-labels, whereas for egoistic green products, numerical eco-labels are more effective than emotional ones. Originality/value This research offers valuable insights for businesses seeking to leverage eco-labeling strategies effectively in their marketing efforts aimed at promoting sustainable consumption.

This study analyzes the effects of environmental concern, product innovation, and attitude on green purchase intention among Le Minerale consumers in Yogyakarta. This study employs a quantitative approach using a survey design involving 130 respondents selected through purposive sampling. Data were collected through an online questionnaire and analyzed using multiple linear regression using SPSS version 26. The results indicate that environmental concern has a negative and significant effect on green purchase intention, whereas product innovation and attitude have positive and significant effects. These findings suggest that product innovation and attitude play a crucial role in encouraging green purchase intention, while environmental concern does not necessarily translate directly into purchasing behavior. Therefore, companies are encouraged to place greater emphasis on product innovation strategies and the development of positive consumer attitudes to enhance green purchase intention.

This study examines how eco-labels shape green purchasing behavior by focusing on two key mechanisms: consumers’ general environmental knowledge and their trust in eco-labels. Survey data were collected from 390 volunteer consumers who self-identified as eco-consumers, and the proposed relationships were tested in SmartPLS using a partial least squares structural equation modeling approach. The results indicate that eco-labels are positively related to both general environmental knowledge and trust in eco-labels. Mediation tests further show that these two variables jointly provide a positive partial pathway through which eco-labels translate into stronger green purchasing behavior, rather than operating as simple on-pack cues. Practically, the findings suggest that brands should treat eco-labels as part of their broader branding strategy: labels need to communicate clear, specific, and verifiable sustainability claims, supported by recognizable certification information and consistent messaging across touchpoints. When eco-labels rest on credible, transparent, and easy-to-check standards, government agencies and certification bodies can also strengthen consumer confidence and reduce skepticism, which in turn can improve the effectiveness of policy initiatives aimed at increasing green purchasing. In addition, improving consumers’ baseline environmental knowledge through public information campaigns, retailer education, or brand-led content can amplify the impact of trustworthy labels by helping shoppers interpret certification cues and compare products more confidently. Overall, the study highlights that well-designed eco-label systems can build trust, inform consumers, and encourage meaningful shifts toward greener purchasing decisions.

This study examines how social media influences green purchase intention among Generation Y and Z consumers in Indonesia through egoistic motivation and perceived green value. Using PLS-SEM analysis on 311 respondents aged 18-42 years, the research reveals that social media positively affects green purchase intention both directly (β=0.118, p<0.05) and indirectly through egoistic motivation (β=0.141, p<0.001) and perceived green value (β=0.305, p<0.001). Perceived green value demonstrates stronger mediating effects than egoistic motivation, explaining 53.3% variance in purchase intention. These findings suggest that marketers should leverage social media platforms in ways that resonate with the emotional and social aspects of their audiences, encouraging more sustainable consumption among digitally-connected younger generations.

In this era of modernization, the ecological marketing for business ethics and corporate social responsibility are consider to be the most effective theme for the development of marketing strategies. As far as social responsibility and business ethics are concerned the eco-friendly and green marketing topics are the major subjects, which are similar to biodiversity and sustainability. Unreasonable degree of utilization all around the world prompts extreme ecological sustainability issues, for example, a worldwide temperature alteration, water, air and land contamination, and wastage which drive society to change their ordinary utilization consumption and purchasing behavior towards the pursuit of ecofriendly environment. The purpose of this research is to find the relationship between the cognitive factors which includes Environmental Issues, Perceived Consumer Effectiveness and Environmental Advertisement influencing on Green Purchase Behaviour in order to check the research model in perspective of FMCG market of Pakistan. The proposed research model is analyzed by using (SEM) Structural Equation Modeling and the data is collected from 400 consumers using the FMCG products. Hence, the current research model adds the significant input to policymakers and marketers to design from the perspective of green marketing policies and strategies in order to manage the FMCG market of Pakistan.

This study examines the possibilities of AI-enabled learning to be prolonged from the classroom to enable greener lifestyle decisions on an everyday basis, and conceptualizes that process as a platform governance and telecommunications policy problem. AI-powered personalization is thought of here as a data-hungry platform in markets for connectivity and in data, privacy, and algorithmic accountability regimes. Based on the theory of planned behavior and the service-dominant logic of value co-creation, we propose that personalization increases perceived knowledge and self-directed learning, which yield favorable attitudes toward sustainable consumption and thus green purchasing. Based on empirical data from Palestine and Jordan, we illustrate how infrastructure, affordability, and trust act as mediators of using, crediting, and converting personalization to social value. The contribution is twofold: it links learning gains to market-relevant dispositions in the platform governance setting, and it presents a design blueprint for regulators, ministries, and providers that pairs greater access with open data practices and incentives tied to authenticated learning outcomes. In general, the study positions AI-personalized learning as an editable digital platform whose social dividend is enhanced when telecommunications policy and data regulation are aligned with education and sustainability goals.

Purpose: This study aims to map the intellectual structure and research trends related to environmental concern, attitudes toward green products, and subjective norms in predicting green purchase intention through bibliometric analysis. Design/Methodology/Approach: The research uses bibliometric tools like RStudio and VOSviewer to analyse data from the Scopus database, focusing on publication trends, citation patterns, and key research themes in sustainability and consumer behaviour. Findings: The bibliometric analysis reveals significant research trends in sustainability, particularly regarding the Theory of Planned Behaviour (TPB) and its application in understanding green consumption and sustainable consumer behaviour. Leading countries in sustainability research include China, India, the United States, and Malaysia, with top journals such as Sustainability and the Journal of Cleaner Production publishing the most influential works. The study highlights the interdisciplinary nature of sustainability research, with significant contributions from business management, environmental science, and social sciences. Key themes identified include green purchase intention, corporate social responsibility (CSR), eco-labelling, and the role of artificial intelligence in influencing consumer behaviour. Originality/Value: This study provides an overview of sustainability research, identifying influential authors, institutions, and funding sources. It offers insights for policymakers, researchers, and businesses aiming to foster sustainable consumer behaviour.

Fret or overpay? How online review valence of green hotels influences consumers' green purchase intentions: The moderating role of social media influencer type

Existing green marketing research largely conceptualizes Green Purchase Value (GPV) as the outcome of stable cognitive evaluations driven by environmental attitudes, social norms, and identity-based considerations. This approach overlooks how deeper, context-sensitive motivational systems may dynamically shape value construction, particularly in symbolic product categories such as cosmetics and within emerging markets. Addressing this theoretical gap, this study reconceptualizes GPV as a motivationally constructed outcome by integrating fundamental motives theory from evolutionary psychology into the sustainability marketing framework. Using a quantitative survey of 170 Generation Z consumers in Indonesia and analyzing the data with Partial Least Squares Structural Equation Modeling (PLS-SEM) in SmartPLS 4, this study examines the effects of six fundamental motives, kin care, mate acquisition, mate retention, self-protection, group affiliation, and status seeking on GPV in the context of green cosmetics. The results reveal that group affiliation, mate acquisition, and self-protection exert significant positive effects on GPV, while kin care, mate retention, and status seeking do not. Theoretically, this study advances the GPV literature by demonstrating that value formation in green consumption is driven by adaptive social and protective motives rather than purely cognitive or identity-based evaluations. Practically, the findings suggest that green cosmetic brands should emphasize health protection narratives and community-based, lifestyle-oriented positioning to resonate with Generation Z consumers in emerging markets

Background: The mining industry plays a significant role in the national economy but poses substantial environmental and social challenges. Sustainability has become a global priority, emphasized through initiatives such as the Sustainable Development Goals (SDGs). Among these, community welfare is a key focus area that mining companies are expected to support. Regulation No. 3 of 2020 on mineral and coal mining mandates that companies demonstrate social responsibility and environmental stewardship. However, implementation gaps persist, particularly in the post-mining phase, where neglected infrastructure and unresolved community concerns regarding environmental degradation threaten long-term development objectives.Purpose: This study investigates the influence of Green Supply Chain Management (GrSCM) practices, namely Internal Environmental Management, Green Purchasing, and Investment Recovery, on Community Development, with Occupational Health and Safety (OHS) as a mediating variable. Design/Methodology/Approach: A quantitative approach was employed, utilizing data from 144 respondents across Indonesian mining companies. The structural relationships were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Finding/Result: The results indicate that all three GrSCM practices have significant and positive direct effects on Community Development, highlighting their role in supporting the SDGs. Among them, only Internal Environmental Management has a significant effect on OHS. Additionally, while OHS has a direct positive effect on Community Development, it does not mediate the relationship between GrSCM practices and Community Development.Conclusion: These findings suggest that sustainable operational practices in mining contribute directly to community outcomes, rather than through improvements in safety performance alone.Originality/value/research gap: This study contributes to sustainability research by clarifying the distinct roles of environmental management and occupational safety in promoting community development within the mining sector. Keywords: green supply chain management, community development, occupational health and safety, sustainable development goals, mining industry in indonesia

The construction industry in Malaysia faces increasing pressure to adopt sustainable practices due to its high energy consumption and significant greenhouse gas emissions. Green purchasing (GP), defined as the purchasing of goods and services that minimise environmental impact through low-carbon, low-waste, and energy-efficient principles, is a critical strategy for reducing the sector’s ecological footprint. However, the industry’s limited adoption of green purchasing and the dominance of unsustainable building practices continue to pose challenges. This study investigates the influence of government regulations, corporate factors, and material suppliers on the adoption of green purchasing among Malaysian construction firms. A cross-sectional survey was conducted with 187 (G7) contractor companies registered with the Construction Industry Development Board (CIDB). Data were analysed using partial least squares structural equation modelling (PLS-SEM). The results confirm that government regulation (β = 0.148, p < 0.05), corporate factors (β = 0.265, p < 0.01), and material suppliers (β = 0.405, p < 0.001) each have a positive and significant effect on green purchasing adoption, with supplier influence showing the strongest impact. These findings highlight the importance of establishing supportive regulatory frameworks, fostering internal corporate commitment, and strengthening long-term supplier partnerships to drive sustainability in the construction sector. The study contributes to the understanding of green purchasing adoption in developing countries and offers practical insights for policymakers and industry leaders seeking to align construction procurement with national sustainability goals.