Materialistic lifestyle, along with the increase in the world’s population, is leading to unlimited hyper-consumption due to raising the global demand for services and goods. Marketing strategies can be acclimatized to offer more viably to the vital segment of buyers by engaging e-mavens, their antecedents of big five personality traits, frugality, and sustainable consumption behavior are needed to comprehend. The study assessed the novel endeavor to exhibit a potential relationship among the big five, e-mavenism, frugality, and sustainable consumption behavior in social networking sites. This body of knowledge adds to comprehend sustainable consumption behavior and fills many gaps by using data from a sample (n = 387) of social networking sites users from China. Causal modeling technique (SEM) is affianced to evaluate the study hypotheses. The data from an online survey disclose a positive association of agreeableness, conscientiousness, extraversion, neuroticism, and openness to experience with e-mavenism. The results affirm that e-mavenism is positively correlated with frugality. Moreover, frugality is vital in the growth of sustainable consumption behavior as well. Eventually, e-mavenism positively influences sustainable consumption behavior. These results enhance understanding of sustainable consumption behavior and provide an opportunity that marketing managers may apply these constructs into their strategies to achieve competitive advantage.
This case study focuses on how economic, social and environmental factors synergize for sustainable development, and relates to fundamental speculations, looking to unclutter a query-encompassing view of the China Pakistan Economic Corridor (CPEC). This study is explanatory in nature, and identifies, recognizes, and discusses the social dispositions and fundamental sustainability dimensions related to sustainable development. Three fundamental sustainability dimensions—economic, social and environmental—are incorporated in connection with the CPEC to explore sustainable development. We submit an inclusive viewpoint of the CPEC, towards the sustainable development of economies, from neighborhoods to nations. This explanatory case reveals a momentous sprouting tie between China and Pakistan. For sustainable development in the global context, more meaningful paradigms are needed to be developed. Socio-economic diversity and strategic importance have highlighted a joint perspective and are emerging as novel ways of directing business enterprises to enter the Asian markets, thus contributing to the development and exploitation of operational economic opportunities, leading to competition for the global business market. This study integrates sustainability in connection with the scenario of the CPEC and provides a plethora of understanding.
Message framing plays an important role in advertising strategies and has been studied from various perspectives in different behavioral researches. In this study Event Rated Potentials technique helped to examine the neural mechanism of message framing effect on self-conscious emotions of pride and guilt regarding consumer purchase intention in the context of green marketing. Behavioral results showed that participants ranked higher on positive framing compared to negative framing. ERP results declared that N1 component was elicited by positive framed message with emotion of pride and guilt, reflecting use of attentional resources to acquire potential benefits at first stage of processing emotional information. At the second stage P2 was higher for negative framing containing pride and guilt slogan, showing more attention towards processing emotional information about potential loss. At the third stage LPP component portray that both positive and negative framing is supported by guilt emotion when processing emotional information in decision making. Our results delivered strong evidence that how purchase intention can be mediated by message framing under the pride and guilt emotions in the context of green marketing.
Background Message framing plays an important role in advertising strategies and has been studied from various perspectives in different behavioral studies. New method This study employs the event-related potential technique to examine attentional and emotional brain processing as influenced by message framing in the context of green marketing. Results The behavioral results demonstrated that purchase preference was higher under positive framing compared to negative and neutral framing. As per the event-related potential results, negative framing elicited a larger P1 component, which reveals that in the first stage of processing information, threatening information attracted more attention. In the second and third stage, N170 and P3, respectively, were higher for positive framing, demonstrating that there was more attention toward the processing of non-threatening emotional information. Comparison with existing method: Message Framing has been previously examined with behavioral methods. We for the first time examined it with a neuroscientific method like Event Related Brain Potential technique in a green marketing context. Conclusion Our results compared to behavioral studies provide stronger evidence from underlying neural perspective for how message framing can be affected by attentional and emotional brain responses in the context of green marketing.
PurposeThis study aims to investigate people pro-environmental behavior toward solar energy in Pakistan. Solar energy is perceived as environment friendly because it does not need any fossil fuel and is free of greenhouse gas emission. Hence current research used to employ value-belief-norm theory with regard to solar energy to recognize people's interest for solar energy. Further this study also makes an effort for extend of value-belief-norm framework via using social norm as being a predictor of pro-environmental behavior and personal norm.Design/methodology/approachThis study follows positivism philosophy based on quantitative in nature. Proposed hypothesis was tested through deductive research approach. Data was collected through survey method. Further general public was selected as population and non-probability convenience sampling technique was used for data collection. A total 1,000 online questionnaire were sent through different mediums on Internet, out of which 624 responses were received. Further this study used Smart-Pls 3 software for the analysis of data.FindingsThe results show that all hypothesis were approved except one. Furthermore, social norm was discovered as a positive indicator of personal norm, and pro-environmental behavior. Also, personal norm was found as mediating the relation between social norm and people's pro-environment behavior toward solar energy.Practical implicationsThis research also adds to the existing research in field of environmental sustainability. Furthermore, it would prove to be a rational document for policymakers and the government to develop strategies to overcome environment and energy related issues.Originality/valueThis study identifies the people's pro-environmental behavior toward solar energy by applying value-belief-norm theory in context of Pakistan, to overcome energy related environmental issues.
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