Consumption values and consumer identities have been widely explored as needed in the literature on sustainability, but they are mainly treated as separate predictors of sustainable behavior. Researchers are calling for further analysis of these variables’ combined impacts to investigate sustainable behavior. This research integrates consumption values theory (functional, social, conditional, epistemic, and emotional) and ethical self-identity to explore the intention to adopt green vehicles among Generation Z. The data in this paper were collected from 319 respondents through a structured questionnaire in two universities in Islamabad, Pakistan. We used the PLS-SEM approach to analyze the results; we found that functional value (quality), social value, conditional value, and emotional value significantly influenced the intention to adopt green vehicles among Generation Z. The study further demonstrated that ethical self-identity significantly mediates the relationship between consumption values and the intention to adopt green vehicles among Generation Z. Our findings indicate that ethical self-identity inferences are favorable when promoting green vehicles among Generation Z. Therefore, the results of this study provide novel understandings for marketers and policymakers in Pakistan to emphasize the improvement of consumer values and ethical self-identity, which will eventually contribute to the adoption of green vehicles. In addition, automakers should promote green ideas, to encourage Generation Z to replace their existing vehicles with alternative green options in Pakistan.

Purpose The purpose of this study is to develop an extended theory of planned behavior (TPB) model by adding religious commitment (RC) and self-efficacy as internal variables and investigating the effect of these variables on attitudes toward halal cosmetics. In addition, this study also examined the moderating role of halal literacy in the relationships between attitudes (ATT), subjective norms (SN), perceived behavioral control (PBC) and intentions to purchase halal cosmetics. Design/methodology/approach The method of data collection used was self-administered surveys with customers in two stores in Karachi, Pakistan, yielding 267 valid questionnaires. To guarantee validity and reliability, convergent and discriminant validity analyses were conducted, and structural equation modeling was advanced to assess the relationships between variables using smart partial least squares 3.0 software. The interaction moderation technique has been used to examine the moderating effect of halal literacy on the purchase intention (PI) of halal cosmetics. Findings The results show that RC and self-efficacy both significantly impact the attitudes of Gen Y. Normative beliefs also had a significant relationship with SN. Further, ATT and SN had a significant relationship with PI of halal cosmetics, while PBC was nonsignificant. Furthermore, halal literacy is found to have a positive moderating influence on ATT and PI, and SN and PI. Finally, the moderating effect of halal literacy does not exist in the relationship between PBC and PI. Research limitations/implications Participants’ characteristics should vary for future studies, and larger sample sizes may yield different results. It is critical for managers working in the cosmetic industry to monitor Muslim consumption patterns to develop strategies to reach Muslim consumers. This study reveals the effect of RC, self-efficacy and the moderating role of halal literacy on the behavioral attitudes of a booming market sector, which can guide marketing managers in developing more effective advertising campaigns. Originality/value This paper contributes to the halal consumption literature by exploring RC and self-efficacy as constructs for the very first time in the TPB model. To the best of the authors’ knowledge, this study is the first to explore the influence of halal literacy on Gen Y Pakistani Muslim consumer behavioral intention toward halal cosmetic products using the TPB model. The paper offers an extended TPB model framework that may be of interest to scholars, marketers and policymakers.

There are various factors, such as the use of growth hormones, chemical additives in animal feed, animal welfare, health issues, and environmental concerns, which have led to a steady increase in global consumption of organic meat. The literature on organic consumer behaviour recently focuses on emerging Asian markets, especially China’s most populous markets. This study aims to investigate the factors that affect Chinese consumers’ intention to purchase organic meat. Survey questionnaire method has been employed to collect the required data. The data were collected from 305 consumers from three different organic stores in Wuhan, China. The partial least structural equation modelling (PLS- SEM) has been employed to analyse the data. The findings revealed that the consumers’ attitude, health consciousness, food safety concern, and green self-identity are key factors in developing Chinese consumers’ intention to purchase organic meat. The findings further revealed that subjective norms, perceived behavioural control, meat characteristics, and organic knowledge about organic meat have a non-significant relationship in developing the consumers’ intention to purchase organic meat. It has been observed that the concept of organic meat has been less studied and less investigated. This study’s findings could help farm owners, market managers, advertising managers, food control authority officials, and all those related to meat business, in planning and executing future strategies to attract the maximum number of organic meat consumers in China.

University-industry research collaboration (UIRC) is a major source for research, innovations and sustainable economic growth. Despite the extensive evidence on the importance of such collaboration in developed and developing countries, literature related to the strengthening of this collaboration, along with its innovation performance, is still scarce. Scholars believe that the impact of exchanging information has a vigorous influence on researcher’s innovative activities as well as research and innovations. Moreover, to flatten the flow of exchanging information between researchers, it is mandatory to refurbish human capital in conjunction with intellectual capital, along with their reinforcing factors i.e., communication and networking, respectively. In this paper, we evaluate the influence of human capital and intellectual capital along with their corresponding reinforcing factors on exchanging information using the system thinking method. Evidence from UIRC in Malaysia provides empirical corroboration that intellectual capital along with its reinforcing factors has a significant influence on exchanging information. Thus, the findings of this research suggest that intensifying the capabilities of intellectual capital with a reinforcing effect can sustain the circulation of exchanging information.

Brand relationship is anemerging phenomenon and companies are giving it a lot of importance. Islamic marketing is gaining grounds everywhere in the world and capturing a lot of attention in the countries where Muslims are in majority and even in minority. Present research aims to evaluate factors like brand experience, religiosity, price and role of halal literacy as a mediator to the brand relationship quality of halal food brands. Methodology: Survey research method has been conducted in Kuching and Kota Samarahan cities of Sarawak State, Malaysia. 270 respondents took part in this research. The partial least square method (PLS-SEM) has been used for data analysis. Findings: The findings of the research suggest that experiential value, price, and religiosity have effect on brand relationship quality of halal food brands. The role of halal literacy as a mediator has been found significant in respect of experiential value and religiosity, while it remained unchanged in determining the price. Research Limitation: The research has been conducted by applying cross sectional data method. The study is limited to the state of Sarawak, Malaysia and it concerns only the food products. Practical Implication: The findings of this research can be considered as a help by brand managers in formulating their marketing and business strategy. Originality/Value: This research endeavoured to explore the importance of religiosity in customerbrand relationship of halal food brands. Moreover, the concept of the mediation role of price transparency has been investigated for the first time. It indicates that this area has never been explored before in research.