Recent research shows that traditional business tactics do not support an organization’s goal to be environmentally-friendly as is expected by today’s stakeholders. The increasing demand by stakeholders to go green has pressured firms to adopt ‘green marketing’ as a viable organizational strategy. This study offers a conceptual model demonstrating the influence of green marketing strategy (GMS) on sustainability performance in the apparel manufacturing industry, specifically in the B2B context. By achieving sustainability performance in terms of economic, environmental and social parameters, an organization can simultaneously consider the needs of the environment, society and company. Despite numerous empirical researches on various environmental strategies, there is a dearth of literature regarding GMS and the sustainability performance of the apparel manufacturing industry. Hence, through this proposed model, the authors argue that comprehensive implementation of green marketing throughout the business operations would play a substantial role in attaining sustainability performance.

Purpose This study aims to identify the key variables which determine intentions to visit coffee/tea tourism plantations particularly those adopting sustainable practices. Also, this study ascertained the perception of risk in travelling due to the fear of Covid-19 on travel intentions to such coffee/tea tourism destinations. Design/methodology/approach Using the theory of planned behaviour as a basis for this study’s framework, data was gathered from 302 eco-conscious Generation Y and Z consumers via an online survey. Partial least squares were then applied to analyse the data. Findings Learning and relaxation motives were important in determining consumers’ attitudes towards sustainable coffee/tea tourism. The intention to engage in sustainable coffee/tea tourism is most strongly affected by the risk of travelling, followed by attitude. Research limitations/implications The addition of contemporary variables was given to the theory of planned behaviour’s core constructs to better reflect consumers’ attitude and behaviour towards a growing form of tourism under unprecedented times. Practical implications Travel or tourism operators will have first-hand insights on the factors that drive intentions to visit sustainable coffee and tea destinations, thus enabling more strategic action to be undertaken to reach the targeted young consumers. Originality/value This study examines young, environmental-conscious consumers’ perspectives on novel travel destinations which adopt sustainable practices. Risk in travelling was assessed which is necessary given Covid-19 has severely disrupted consumers’ travel patterns.

Purpose The desire to find a new look of expressing the Muslim identity in society has led to a renewal of Muslim women’s interest in fashion. This allows fashion players to make trendy clothing and expand their business to meet the rising needs of Muslim women. Thus, this study aims to explore the concept of hijab fashion from the perspective of Islamic clothing retailers in Malaysia. Design/methodology/approach Data for this study were collected qualitatively using semi-structured interviews and analysed using a deductive thematic analysis. Findings This exploratory study describes hijab fashion as a representation of clothing for ideal contemporary Muslim women that enhances the beauty in Islamic outfits from the perspective of Islamic clothing retailers. Hijab fashion has emerged as a modern form of the modest dress code in accordance with Islamic guidelines representing the hijaber identity. It is not just a veil to cover the awrah but also represents the impression of fashionableness and modernity, reflecting the self-image, trendy style and personality representing the true ideal Muslim women, who are known as Muslimah. Research limitations/implications The sample and findings are based exclusively on the perception of retailers directly involved in Malaysia’s Islamic fashion business. Practical implications The findings from this study benefit the fashion retailers, Islamic fashion industry players and policymakers by highlighting the importance of providing appropriate products and services concerning the growth of Muslim consumer market and their spending behaviour. Originality/value The findings offer a new perspective on the nature of the phenomenon of hijaber fashion as a symbol of the modern Muslim woman from the viewpoint of Islamic fashion practitioners.

In recent years, Muslim women have espoused Hijab fashion as a part of Islamic faith by mixing the contemporary fashion trend to carry out their act of veiling. In turn, this situation has led to the rapid growth of global Islamic clothing market and opened numerous money-spinning opportunities for the fashion industry players. For them, it has become imperative to understand the perception of their Muslim consumers to offer the right product. Therefore, this research attempts to study what considerations articulate together in Muslim women’s hijab fashion consciousness. The purpose of this study is to analyze the impact of self-congruity, modesty, conformity and need for uniqueness to the fashion consciousness. To find the effect of these four aspects on Hijab fashion consciousness, a self-administered survey with a structured questionnaire was conducted in Malaysia. Data were collected from 200 Muslim women in Malaysia who wear Hijab fashion and then, SmartPLS 3.2.8 was used to analyze the hypothetical relationships. The findings of this study revealed that self-congruity and the need for uniqueness have a positive effect on the hijab fashion consciousness of Muslim women. It refers that Hijab fashion marketers must consider these two aspects while creating or designing a hijab fashion to satisfy consumer's expectations.

Purpose This study aims to propose an Ethico-Religious green supply chain management (GSCM) view grounded in Islamic teachings design to govern human beings working in the industries. Design/methodology/approach This study adopts a qualitative approach that used the semi-structured-interview method as a research instrument. Three experts researching various aspects of Islam were consulted to identify Islamic teachings related to green supply chain practices. Findings This study identifies several verses of the Holy Quran and the hadiths (a collection of traditions containing the sayings of the Prophet Muhammad) related to GSCM. It proposes these teachings as pro-environmental ethical codes. Research limitations/implications The proposed model has not been tested empirically. Future studies can consider an empirical test to find the possible effect of ethical codes on human behavior. Originality/value This study contributes to the literature in several ways. First, it presents an Ethico-Religious GSCM view that is new in the literature. Second, it extends the key premise of the natural resource-based view theory for achieving superior competitive advantage. Finally, it proposes a human governance approach useful for achieving firms’ environmental goals. This paper is helpful for managers who will find a human governance model supported by the Ethico-Religious GSCM view.