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Across the globe, the awareness for environmental degradation and its harmful effects is rapidly growing. The whole world has come together to work in the direction to protect the environment. Consumers are increasingly becoming cautious towards the impact of their consumption pattern on environment and organisations can attain a competitive edge by leveraging this cautiousness by offering them green products/brands. However, it is importance for the marketers to understand that how increasing levels of sustainability awareness impacts other factors which explain pro-environmental behaviour of customers. To fill the existing gap in the current literature in this regard, the current study aims to build a structural model which includes social and environmental sustainability awareness in measuring customer altruism, buying intention, loyalty and customer evangelism. The theoretical model extends the existing framework of the Theory of Planned Behaviour (TPB) and explores the decision-making framework regarding ethical behaviour. Through existing literature review and expert input, the indicators (variables) for each construct were recognised. After that, data was collected from 331 respondents through a structurally designed questionnaire; the hypothetical model was test using the Structural Equation Modelling (SEM) technique. The findings of the study indicate that sustainability awareness positively influence the consumer altruism which in turn enhances the consumer purchase intention, green brand loyalty and green brand evangelism and altruism can and can bridge value-action gap for green brands. Current analysis supports the view that there are significant positive associations among the identified constructs.

Purpose The growth of omni-channel retailing is causing consumers to change their habits and shopping behaviour. It is essential to understand the factors on purchase intention within the consumer context. The purpose of this paper is to explore factors that are influencing consumers to use omni-channel in their shopping behaviour – specifically in the apparel sector in Turkey as an emerging country. Design/methodology/approach Designed as exploratory research, this study used four different focus groups. Focus groups were conducted with university students who have experienced the company’s omni-channel applications. The study sample included a total of 30 purposefully selected university students in Izmir, Turkey, who previously shopped at the same store. The selected retail store is the leading domestic shopping brand and the pioneer in omni-channel in the apparel and fashion sector in Turkey. The participants were given three company-related scenarios which were used to help the students to better understand omni-channel applications of the company. Then, they were asked to discuss their perceptions and intentions towards omni-channel shopping. Content analysis was used for analysing transcripts. Findings The findings of the focus groups have revealed 12 themes about the intentions of the university students towards omni-channel shopping. Among 12 themes, it is observed that 6 of them have similarities with the variables of the UTAUT2 model. The findings of the study showed that, beside the additional themes, the predetermined variables of the UTAUT2 model within the literature; which are “performance expectancy”, “effort expectancy”, “facilitating conditions”, “hedonic motivation”, “habit” and “price value” have affected purchasing intentions towards omni-channel shopping. This study proposed six additional themes which were not revealed in the previous studies on purchase intentions in an omni-channel shopping in apparel sector. The six additional themes proposed in this study are; “perceived trust”, “situational factors”, “perceived risk”, “anxiety”, “need for interaction” and “privacy concern”. Research limitations/implications This study is limited to the focus group interviews held in only one university with students from the same programme. The findings are obtained also only valid for the relevant retail store and city, and cannot yet be generalised. Practical implications The relationships suggested in this exploratory study can further be analysed by quantitative study. It is also claimed that the findings of this study can act as a framework to extend the UTAUT2 model by integrating perceived trust, situational factors, perceived risk, anxiety, need for interaction and privacy concern. This model will enable retailers to understand consumer expectations towards omni-channel shopping and to focus on integrating these factors through whole purchasing process in order to increase omni-channel sales. Originality/value The literature on omni-channel has concentrated on the retailers’ perspective, whereas this study aims to reveal an insight from the consumer perspective. The contribution of the study is to provide a framework for understanding the themes on consumer viewpoint in the omni-channel shopping behaviour.

The transition to the circular economy (CE) creates value through the closed‐loop systems, reverse logistics, product life cycle management, and clean production in terms of corporate environmental management. During this transition process, the organization faces many barriers such as financial, organizational, technology‐based, social, policy‐related, market‐based, and logistics‐based barriers. The objectives of this study are to propose a framework highlighting policy‐related barriers for a supply chain in the transition to CE and finally discuss potential implications on enhancing corporate environmental performance of a business. Further, this study evaluates the causal relationships between the policy‐related barriers using fuzzy Decision‐Making Trial and Evaluation Laboratory (DEMATEL) method. The application was conducted in an apparel firm in Turkey. From findings, lack of legislation for efficient CE (C4), lack of mandatory requirements and responsibilities for manufacturers/suppliers for the CE (C17), and lack of government support for environmentally friendly policies (C2) are revealed as the most important barriers, respectively. It is found that lack of attitude and awareness about CE in government institutions (C19) is the most influencing factor, whereas lack of effective recycling policies to achieve quality in waste management (C8) is the most influenced factor. The recommendations were developed for enhancing the corporate environmental performance of businesses through incentives and unique rewards, improving communication among stakeholders, the government's perception of CE and current linear economy, cooperation with nongovernmental organization (NGOs) and civil actions, the vision of government towards circular principles, the circular public procurement, the local governments in circular policymaking, and awareness of bureaucracy and government officials.

Circular economy is a contemporary concept including usage of renewable materials and technologies. The transition to the circular economy creates value through closed-loop systems, reverse logistics, eco-design, product life cycle management, and clean production. The aim of the study was to propose a holistic conceptual framework for barriers of circular supply chain for sustainability in the textile industry. Within this aim, an in-depth literature review on barriers was conducted by covering all supply chain stages and circular initiatives in textile industry. Then, a focus group study was implemented. In the focus group study, barriers related to supply chains that prevent companies to implement the circular economy were discussed and validated. As a result, a total of 25 barriers were classified under nine main categories such as (a) management and decision-making, (b) labour, (c) design challenges, (d) materials, (e) rules and regulations, (f) lack of knowledge and awareness, (g) lack of integration and collaboration, (h) cost, and (i) technical infrastructure.

In recent years there is a trend of consuming natural products for a sustainable and healthier life. Therefore, firms began aligning their strategy with sustainability by communication strategies that they produce natural products, which are better for health as well as the environmental sustainability. However, sometimes these claims may be deceptive. The purpose of this paper is to understand the consumers' purchasing intentions toward products claiming naturalness in their advertising and packaging strategies. This research also examined greenwashing perceptions and their potential roles in purchasing intentions. In‐depth face‐to‐face interviews carried out with 20 Turkish women regarding personal care products (local brand and international brand). The findings of the interviews revealed eight themes (perceived greenwashing, perceived green image, price perception, environmental concern, green trust, skepticism, perceived risk, and purchase intention). This study contributes to predict a framework from consumer viewpoint for identifying the themes related to greenwashing.

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PurposeThe aim of this paper is to analyse the effects of flow experience on repurchase intention. In this context, this paper examines the mediating role of e-customer satisfaction during COVID-19 pandemic. This study is based on flow theory using two consequent factors, which have not been investigated together previously.Design/methodology/approachA questionnaire consisted of flow experience dimensions and e-customer satisfaction, repurchase intention. An online survey was conducted with 478 consumers who experienced flow in online shopping. Exploratory factor analysis and structural equation modelling were used to test research hypotheses. The research study data were collected between 20 March and 31 May 2020, during the spread of COVID-19.FindingsTelepresence, concentration and control dimensions of flow experience have a significant effect on e-customer satisfaction. In addition, it was determined that the change in repurchase intention was caused by concentration and telepresence dimensions of flow experience. Therefore, it was found that e-customer satisfaction has a significant effect on repurchase intention. As a result, it was determined that e-customer satisfaction has a partial mediating role in the effect of flow experience dimensions of telepresence, concentration and control, and a full mediating role in the effect of flow experience dimension of time distortion on repurchase intention.Research limitations/implicationsThe limitations of the study are that research was conducted on only one retail company and a limited number of participants were reached. In addition, some flow experience dimensions were excluded in the study, constituting another limitation.Originality/valueThis paper contributes flow theory literature by modelling flow dimensions as an independent variable that affects e-customer satisfaction and repurchase intention. In addition, different dimensions of flow experience in online retailing have been discussed, and no study has been found that discusses flow experience dimensions (goal clarity, enjoyment, curiosity, control, telepresence, time distortion, concentration) together. This study conducted during COVID-19 pandemic would produce a different perspective on flow experience in e-retailing