Using two theoretical lenses-organizational citizenship behavior for the environment (OCBE) and supplies-values fit theory (SVFT)-the present study examines the influence of green human resource management (HRM) practices on environmental performance using data from higher education institutions. To this end, our research uses survey data from n = 214 employees to test the moderated mediation hypotheses. The study finds that green HRM practices positively enhance environmental performance via employees' environmental passion. Our study further reveals that the effect of green HRM practices on environmental passion is more important when an employee is high on green values than when s/he is low. The current study provides new theoretical insights into environmental management literature by linking green HRM practices to environmental performance. Our findings provide managers with guidance regarding how and when green HRM practices are more likely to lead to enhanced environmental performance.

Prior research has broadly captured consumers' green behaviour by linking it to either intrinsic or extrinsic motives. Nonetheless, the detailed effects of middle‐ground motives (i.e., external, introjected, and identified) on the formation of green consumer behaviour remain largely untapped in marketing literature. Using two theoretical lenses—organismic integration theory of self‐determination theory and gender schema theory—this study investigates the effects of motivational regulations on consumers' green behaviour using data from Pakistani millennial consumers. To this end, two separate but related studies were conducted. Study 1 involved participants (n = 208) from Sindh province, whereas Study 2 recruited subjects from three other provinces of Pakistan: Punjab, Khyber Pakhtunkhwa, and Balochistan (n = 312). Exploratory factor analysis, confirmatory factor analysis, structural equation modelling, and multigroup modelling techniques were used as methods. Study 1 shows that when intrinsic motivation and three types of extrinsic motivations (i.e., external, introjected, and identified) were examined, identified motivation had the strongest effect on green consumer behaviour. The findings of Study 2 indicated that, compared with males, females responded much more strongly to motivation associated with intrinsic regulation. Likewise, male consumers tended to respond much more strongly to identified and external motivations with regard to their green behaviour. To conclude this study, the implications of these findings are discussed in great detail.

No abstract

BackgroundThe present study integrates self-determined needs satisfaction into a relationship between product design (eg, aesthetic, functional, and symbolic design) and consumer behavior (eg, willingness-to-pay [WTP] a premium and negative word-of-mouth [WOM]) and to explore whether gender can differentiate the effects of aesthetic, functional, and symbolic product designs on self-determined needs satisfaction.MethodsTo this end, participants from Pakistan and China were recruited, and the hypotheses for this study were tested using structural equation modeling and SPSS-PROCESS.ResultsThe effects of three product designs on self-determined needs satisfaction were significantly positive across samples. The results further show that self-determined needs satisfaction had the strongest positive effect on WTP a premium and the strongest negative effect on vindictive WOM for Pakistanis. Self-determined needs frustration had the strongest negative effect on the WTP a premium for Chinese participants and an equivalent magnitude effect on vindictive WOM for Pakistani and Chinese participants. The cross-cultural gender-specific findings revealed that Pakistani men are more aesthetic and hedonic than women in Pakistan. Surprisingly, Chinese women resemble Pakistani men in the sense that they prefer aesthetically pleasing products. Chinese men resemble Pakistani women in terms of little interest in symbolic products, whereas Chinese women and Pakistani men respond similarly regarding their decisions to choose symbolic products.ConclusionTo the best of the authors’ knowledge, the present study is one of the initial attempts to integrate self-determined needs into the relationship between product design and consumer WTP a premium and WOM, and further explore cross-cultural gender-specific differences across Pakistan and China. The findings of the present study may help international marketers in terms of segmenting, targeting, and positioning their markets.

Prior research in the brand management realm has broadly captured passion for a brand through brand‐related factors. However, to the authors’ knowledge, how the fit between a brand and its corporate social responsibility efforts (strategic CSR‐brand fit) drive brand passion has been surprisingly ignored. Drawing on congruence theory, basic psychological needs theory, and social identity theory, we argue that strategic CSR‐brand fit can significantly influence customers’ sense of autonomy, competence, and relatedness, which in turn leads to brand passion. Furthermore, we hypothesize customer–company identification (CCI) as a key boundary condition for the indirect positive effect of strategic CSR‐brand fit on brand passion through customers’ satisfaction of psychological needs. Structural equation modeling results from a survey conducted with telecom customers (N = 1,059) supported a positive indirect effect of strategic CSR‐brand fit on brand passion through the satisfaction of autonomy, competence, and relatedness needs. Moreover, the indirect effect was statistically significant through competence and relatedness needs satisfaction for customers with high CCI but it was not significant through competence satisfaction for customers with low CCI. CCI trivially facilitates brand passion formation through autonomy needs satisfaction. Implications of these findings for shaping brand passion among customers are discussed.