This study explored the effect of perceived usefulness, perceived ease of use, social influence, facilitating condition, lifestyle compatibility, and perceived trust on both the intention to use an e-wallet and the adoption of an e-wallet among adults by using the unified theory of acceptance and use of technology (UTAUT). This quantitative study adopted a cross-sectional research design to gather data from 501 respondents using a Google Form. The collected data were analyzed using partial least square structural equation modelling (PLS-SEM). As a result, perceived usefulness, perceived ease of use, social influence, lifestyle compatibility, and perceived trust displayed a significant positive effect on both intentions to use an e-wallet and adoption of an e-wallet. This study evidenced the mediating effect of the intention to use an e-wallet on the correlations between the predictors and adoption of an e-wallet. Both the age and gender of the respondents moderated the effect of lifestyle compatibility on intention to use an e-wallet. The study outcomes serve to inform managers and policy makers to devise effective strategies that capture consumers’ intention to use and experience of using an e-wallet in the midst of a turbulent market. Ultimately, such carefully sculpted policies may promote the digital platform and web-based application, apart from encouraging higher rates of e-wallet adoption in developing countries.

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Environmental awareness and changing attitudes toward "green consumption" are becoming evident in emerging countries' markets. Using an extended theory of planned behavior, this paper aims to examine emerging countries' business students' intentions to purchase green vehicles. Stratified random sampling was used to select study participants, and data were collected through face-to-face interviews. Results revealed that environmental knowledge and awareness have a significant influence on business students' favorable attitudes toward green vehicles. Further, a significant association between attitudes toward green vehicles, perceived behavioral controls, and intentions to purchase green vehicles was observed. Findings serve to inform managers and policy makers who are formulating strategies for maximizing value creation in an era of increasingly environmentally aware consumers in emerging markets. Ultimately, this policy will help to promote green technology initiatives, and encourage higher rates of adoption of eco-friendly vehicles in emerging countries.

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Background The current level of industrialization has generated many challenges worldwide, including ecological hazards, climate change, and the overuse of non-renewable natural resources, thereby creating an increasing demand for achieving the goal of the Triple Bottom Line (TBL). In this regard, Industry 4.0 can be used as a crunch point to contribute to the production process that can help achieve sustainable development. Purpose While the Malaysian government proposed the “Industry4ward” approach to enhance technological adoption, there is scarce empirical evidence in the literature that validates SMEs for Industry 4.0. Using Dynamic Capability View (DCV), this study proposes a framework that includes core determinants like top management commitment, supply chain integration, and IT infrastructure, that can significantly influence Industry 4.0 implementation toward achieving TBL sustainability. Design/methodology/approach Employing simple random sampling, the study adopted a quantitative approach based on 199 useable respondent's feedback collected through a survey questionnaire of 900 employees from Malaysian SMEs. The statistical analysis was performed using Structural Equation Modeling (Partial Least Square, SmartPLS 3.3.2). Findings The results show that top management and IT infrastructure significantly impact Industry 4.0 implementation and sustainability. In contrast, the analysis also demonstrates that supply chain integration is insignificant to Industry 4.0 implementation in SMEs. The findings also indicate that the relationship between the determinants of Industry 4.0 and TBL sustainability can be mediated by the “effective implementation” of Industry 4.0. Recommendations The study highlights the practical consequences of the role and use of the determinants in Industry 4.0 implementation. Its findings help managers and policy-makers to optimize value creation to achieve sustainable development goals. Limitations and future research Focusing only on Malaysian manufacturing SMEs may restrict the generalization of the study; thus, a benchmarking analysis from other industrial settings is encouraged. The questionnaire-based survey is a further limitation of the study.

This study examines the effects of sustainable marketing assets, such as brand equity and marketing innovation, on market performance in the presence of sustainable competitive advantage as a mediator in the hospitality industry. Data were collected from hotel/restaurant customers (N = 360) on a Likert scale from 1= strongly disagree to 5 = strongly agree and analysis was conducted using the structural equation modeling (SEM) technique. The objective of this study is to understand the relationship among brand equity, marketing innovation, sustainable competitive advantage, and market performance in the hotel/restaurant industry. The results show that sustainable marketing assets have positive and significant effects on market performance. This study also demonstrates that sustainable competitive advantage fully mediates the relationship between brand equity and market performance while partially mediating the relationship between marketing innovation and market performance. The findings of this research can contribute to formulating effective marketing strategies for attracting customers, emphasizing sustainable issues in the hospitality sector, such as hotels/restaurants. This research adds practical value to the literature on brand equity, marketing innovation, sustainable competitive advantage, and market performance in the service industry. and investors, to implement sustainability practices in their businesses [3]. The rate of adopting and practicing sustainability in businesses in different parts of the world does vary greatly [4]. The available literature on sustainability noticeably acknowledges that sustainability is well studied in developed countries compared to developing countries [5][6][7]. As the literature on sustainability increases, the issue of generalizability remains, as the findings cannot be replicated across markets and geographies. After years of political turmoil, Pakistan is enjoying formidable peace and stability and the market of more than 220 million people is growing fast. With ancient and diverse culture and history, Pakistani markets for the hospitality industry present increasing business opportunities. However, little is known on how sustainable marketing assets attract consumers in this vast market. The purpose of this study is to fill this gap in literature by testing sustainable marketing approaches in the Pakistani hospitality market. By sustainable marketing assets, we mean brand equity and marketing innovations that can ensure continuous business success, creating a sustainable business opportunity.According to resource advantage theory (RAT), when a firm orchestrates and manages its resources in a dynamic way, the consumption of its products or services provides superior market performance [8,9]. Resource advantage theory takes on a resource-based view (RBV) of organization by paying attention to marketing resources in terms of their capacity to gain a sustainable competitive advantage (SCA). Marketing assets that influence the stakeholders in any trade, and company, gen...

To improve our knowledge of how to protect the environment, this study examined the factors that influence recycling intention and behavior among low-income households. The study adopted a cross-sectional design that relied on 380 low-income households who live in coastal Peninsular Malaysia. The findings revealed a positive effect of eco-literacy, environmental concern, and self-efficacy on the attitude towards environmentally friendly products. Subsequently, the findings also illustrated a positive effect of normative beliefs on subjective norms. Moreover, the results revealed a positive effect of attitude towards environmentally friendly products and perceived behavioral control (PBC) on recycling intention. Finally, there was a positive effect of both PBC and recycling intention on recycling behavior. Although this study's focus on a specific income group from a single country could limit generalizability; the findings nevertheless provide scholars and policymakers with significant insights into promoting recycling activities, which are expected to contribute to the environment and reduce the environmental and economic vulnerability among low-income households. Therefore, environmental and socioeconomic development organizations should assess the feasibility of recycling materials and develop a supportive system that facilitates and encourages recycling activities.

Purpose This study aims to examine the effect of entrepreneurial and market orientations on consumer engagement and the performance of manufacturing small- and medium-sized enterprises (SMEs) under the premise of the resource-based view (RBV) theory. Design/methodology/approach This study adopts a cross-sectional design, and quantitative data were collected from 360 manufacturing SMEs in Peninsular Malaysia. SMEs were selected using a stratified multi-stage sampling method from a total of 37,861 manufacturing SMEs. The respondents were selected from Selangor, Johor, Penang, Perak, Kelantan and Terengganu, as these states make up the majority (79 per cent) of the manufacturing SMEs in Malaysia. Findings Entrepreneurial and market orientations have statistically significant positive effects on consumer engagement. Consumer engagement in turn positively affects the performance of manufacturing SMEs in Peninsular Malaysia. Findings also revealed a partial mediation of consumer engagement between entrepreneurial and market orientations on performance. Research limitations/implications A larger sample size may improve the generalizability of the findings. Managers may be able to apply the findings of this paper in developing strategies for their manufacturing SMEs, specifically, by focusing on entrepreneurial and market orientation to raise consumer engagement and to improve the overall performances of their SMEs. Originality/value This study focuses on manufacturing SMEs in Malaysia, an emerging country with conditions unique to other industrialized countries. This study aims to demonstrate that integrated entrepreneurial and market orientations have significant effects on SMEs’ performance. This relationship could be mediated by consumer engagement. Specifically, consumer orientation may influence the effect of entrepreneurial and market orientations on overall firm performance..